In 2009, Bruntwood undertook an in-depth branding exercise to refresh both the way they talked about themselves and how they interacted with their customers. As part of this, their CEO was keen this important work translated into the fabric and architecture of their growing property portfolio to help transform their proposition from a B2B business into one that was much more people focused.

Comprising over 100 buildings, this was no mean feat; but having been approached to take on the challenge, Jasper and the team at BDP, set about solving the problem. The initial task was undertaking a high detailed research programme, which involved visiting 42 Bruntwood properties across the UK. In doing so, the team were able to develop a framework based on architecture, context and patterns of use.

An exceptionally useful framework from which the client could address each series, with a well-defined strategy and set of guidelines based on an individual building’s potential to maximise usable area.

What emerged was a distinct set of 4 categories into which the portfolio could be segmented. These became known as the ‘City Series’, ‘Community Series’, ‘Business Series’ and ‘Independent Series’, each of which were defined by their inherent characteristics of the building’s form, function and most importantly user groups. Doing so enabled an exceptionally useful framework from which the client could address each series, with a well-defined strategy and set of guidelines based on an individual building’s potential to maximise usable area.

The series was linked by a common approach to achieve flexible, adaptable space, which supported the nature of work and business need. The building studies describe the re-inventing of space to become more responsive to people, business and the brand, enabling future business success. The result was a solution that was built around Bruntwood’s core proposition of ‘Creating places for business success’; one that is still applied today.