When brand opens up new possibilities for buildings
A dark entrance might seem an unlikely place to start a conversation about a community café. But through a recent brand project with a church network, that possibility began to emerge.
We were working with Ealing Community Church (ECC) on their brand strategy and storytelling, leading into their visual identity. As we explored their purpose and vision for the future, the conversation widened to include their building. How could the places they owned help them become the community they wanted to be? What might encourage more people to come through their doors?
Their main building in particular held potential. A large, listed former cinema, owned by the church for many years, came with questions about what could be changed and how. Previous attempts to find a way forward through conservation and planning discussions had been unsuccessful. They were unsure what was possible.
Through the brand work, an idea developed: could a dark entrance space become a welcoming community café?
It was a practical expression of the vision we had been exploring together. Somewhere people could come in, spend time and meet others. A different relationship between the building and the community around it.
Of course, an idea like that needs the right people around it.
Through our network, we connected the church with heritage and architectural specialists, (ROK Planning), who could help them understand the building's constraints and explore a way forward. The café remains a proposal, but the conversation has moved from what might be possible to how it could potentially happen.
It's a good example of where we believe brand thinking and architectural expertise can work together.
Our work spans brand strategy, storytelling and spatial concepts. We help organisations understand who they are, what they're here to do and how that purpose might find expression in the places they occupy.
Sometimes that leads to new thinking about a building's role, how people experience it or how it could connect more meaningfully with the world outside.
We develop spatial ideas to RIBA Stage 2 concept level, working alongside architects and other specialists who bring the technical knowledge and expertise needed to take them further.
For architects, we believe there is real value in this kind of collaboration. A clearer understanding of an organisation's purpose, people and ambitions can enrich the architectural brief, providing a foundation for creative exploration and design.
And it's a two-way relationship. Architectural thinking can challenge assumptions, reveal opportunities and help turn early ideas into something achievable.
For churches and charities especially, buildings often carry years of history, affection and practical challenges. They're also significant assets that can help organisations engage with their communities in new ways.
Exploring their future takes care, imagination and collaboration.
In the case of Ealing Community Church (ECC), a conversation about brand helped reveal a new possibility in a building they already knew well. Bringing the right expertise into the conversation has helped them begin exploring what that possibility could become.
