design the brand design the building - geraghty taylor...branding is the business without a building...
TRANSCRIPT
design the branddesign the building
#brandbeforebuilding
BRAND
operational
model & service
architecture &
design
customer
experience
PROJECT
BRAND
branding is the business without a building
BETTER ARCHITECTURE
BETTER PRODUCT & PROCESS
BETTER CUSTOMER EXPERIENCE
BETTER PROJECT
BRANDis the project brainbox it becomes the decision machine
“Well building hath three conditions: firmness, commodity, and delight”
Vitruvius De Architectura 15 BC
‘Less is more’
Ludwig Mies Van Der Rohe
‘Une maison est une machine-à-habiter’
brands are about relationships.....
so how do we create a brand?
#brandbeforebuilding
BUILDRELATIONSHIPS
(CULTURE)
TESTRELATIONSHIPS
(METHOD)
UNDERSTANDRELATIONSHIPS
(CUSTOMER)
PROJECT
COMMUNICATION
BRAND DEFINITION
WEB
PRESENCE
SOFT
BIM
EASYDESIGN +
DESIGN
DEVELOPMENT
BIMx
ACCESSIBILITY
EMPOWER-
MENT
MARKETING
AND SALES
MARKET
NEED
ACADEMIC
STUDIES
MARKET
DATA
DEMAND
DATAPINTEREST
DEMOGRAPHICS
TRIP
ADVISOR
HARD
BIM
PLANNING
DEPTH
MAPS
SPACE
SYNTAX
OPERATIONAL
COSTS
CONSTRUCTION
PROCUREMENT
CONSTRUCTION
SEQUENCING
SERVICE
COORDINATION
DESIGN
MAINTENANCE
COSTS
SOCIAL
MEDIA
CONNECTING
ENGAGEMENT
PRODUCT
PRESENTATION
MEDIA
INTERFACEBRAND
EXPERIENCE
DEMOCRATIC
BRAND
THE OPPORTUNITYMARKET • VIABILITY • RETURNS
THE CUSTOMERWHO • WHERE • WHAT DO THEY WANT
MANAGEMENTONSITE • OFFSITE • DIGITAL
DESIGN + LAYOUTMIX • SIZE • DENSITY • SHARED
SUSTAINABILITY
FIT-OUT SPECIFICATIONQUALITY • MAINTENANCE • REPLACE • REFRESH
COST + PROCUREMENTCAPEX • OPEX • SPEED
VIABILITY + PLANNING
FUTURE-PROOFINGHOW TO REMAIN RELEVANT
MEPRIVATE
ACCOMMODATION
WESHARED AREAS
FRONTMANAGEMENT
+ SERVICE
BACKADMINISTRATION
+ PLANT
PRS CUSTOMER
EXPERIENCE
BUILD-TO-RENT IS A
PURPOSE BUILT
RESIDENTIAL OFFER
Structure of
BUILD TO RENT (PRS) BRAND
is all about the customer
experience
a brand is harder to define than a design vision but once defined it brings physical, practical and
emotional content
it is a catalyst for creativity, a powerful decision making and communication tool
it guides and nurtures
#brandbeforebuilding
#brandbeforebuilding