How to Brand a Building Before It’s Built

Branding a building before it exists might sound abstract, but it’s one of the most strategic moves a developer can make. When done well, pre-completion branding gives your project momentum, clarity, and credibility from day one.

It starts with narrative. What story is this building telling? Who is it for, and what lifestyle or experience does it promise? From there, visual identity, naming, and tone of voice become tools to bring that story to life.

We experienced this first-hand when creating the investor vision for Peckham Palace, where the brand narrative was developed long before the doors ever opened. The identity, rooted in the building’s rich history and 70s character, gave the project early-stage credibility and helped secure funding by clearly communicating both its cultural relevance and commercial potential.

In a competitive market, early branding can be the difference between sitting still and selling out. It’s how you make your project real, before it’s real.