Working in the Built to Rent market, Geraghty Taylor honed their brand before building methodology. Comprising of rules sets that will enhance the design of residential projects, the practice was commissioned for several projects to brand current architectural projects that are undergoing conceptual design phases. The consultations will advise on several brand critical elements that will produce residential projects that resonate with the local community whilst placing the resident at the heart.

The project in Baron's Court, London, was commissioned to advise on brand critical elements for a social housing apartment block created for trendy, younger professional people. I was given the tasks to create a full schedule for three economical tiers of apartments (luxury to practical) for all the internal fittings for these apartments including all common areas. The resultant document listed all suggested changes to all internal elements.

The images below show some of the brand critical elements for different areas, which would then be followed up with a schedule that specifies material use for these areas.