Project viability is arguably the biggest issue facing the built environment right now. Increased regulation, economic challenges and global issues beyond our control have resulted in more projects being subject to delays, rising-costs and ever-greater scrutiny. 

More than ever, we need to ensure that as an industry we are doing everything possible to smooth the passage of a project from concept to completion, particularly in the early stages when collaboration can drive efficiencies, speed up decision-making and minimise risk. 

Hayes Davidson, has spent over 35 years at the forefront of the visualisation industry, working on some of the world’s most iconic architectural projects, at all stages from architectural bids and competitions, through to planning applications and marketing launches. In London and the UK, we are recognised for having pioneered the accepted methodology for verified views and have continued to innovate and develop new ways of communicating design including at pre- planning and planning stages. 

Our experience has shown us that it’s in the earliest stages of a project that the greatest potential to unlock viability lies. At the outset of any project, there are a variety of overlapping stakeholder agendas and priorities encompassing economic viability, design quality, compliance and community impact. Resolving these tensions is an inherent objective of the planning process, but too often the right questions aren’t highlighted and can re-emerge at a later stage with the risk of much greater impact to project viability. 

Investing in bespoke, strategic visual communication at the outset of a project can help avoid bigger pain-points before they arise. Our work has traditionally been associated with the later stages of planning: verified views, model tests, daylight and sunlight images, townscape and heritage assessments – and that remains an important part of what we do. But increasingly, visualisation has an important role to play in the earlier stages of project planning, adding real value to the process of engaging stakeholders, communicating complexity and building the kind of shared understanding and confidence that allows projects to move forward. 

Understanding the visual and environmental impact of project at early stages is critical to viability impact. We’ve seen first-hand that there is no one-size-fits-all approach – the right solution can range from tailored visual styles to tools and technology that help teams make better decisions faster. In response to the evolving challenges of the planning sector, Hayes Davidson recently developed HDScope, an AR on-site impact assessment tool, that helps teams make more informed decisions sooner and minimise risk in early-stage consultation. By generating accurate contextual images on site, teams can assess and refine view selections and viability quickly, before investing in the full verification process. 

The tool has already earned buy-in from townscape and heritage teams across the UK as a ‘game-changer’, with images forming part of the application submitted, saving further time and cost in the production process. 

Public support is also critical to project viability. Access to, and participation in, consultation and planning is increasingly important to local authorities, and to communities and stakeholders who want to feel listened to. When communities are brought in early and with genuine intent, it creates the conditions for more sustainable placemaking and an understanding of what kind of homes might be needed and where. 

Our work with Bristol City Council on the Western Harbour masterplan, a large residential-led regeneration of the city's western gateway, focused from the outset on accessibility and inclusion, communicating a complex proposal through an illustrative animation that invited genuine engagement. A community screening resulted in around 70% of attendees responding positively, and the project was able to move forward with a level of public confidence that is notoriously difficult in the early stages of projects at this scale. 

In contrast, through our collaboration with Nudge Community Builders and Clifton Emery Design on the redevelopment of Union Street in Plymouth, we found that a physical board game was a more effective method of driving inter-generational community engagement, explaining the project’s ambitions and challenges in a way that resulted in an honest and collaborative dialogue. Building trust and strong community connection early on, embeds the project in local expectations and demand and allows the design team to make robust and better-informed decisions. 

When visual storytelling is strategically crafted from the outset,  it gives planners, architects, communities and decision-makers a shared confidence. It also facilitates the right questions being asked at the right time, and helps ensure that design quality, community needs, connectivity and sustainability are built into project plans from the start. 

Over the coming months, Hayes Davidson will be hosting a series of events to gain further insight and develop knowledge in this ever-expanding field, and we’d love you to be part of the conversation! 

If you’re working in the built environment and you’d like get involved, we would love to hear from you. 

We want to share our experiences, better understand why the viability gap is widening, and explore what more we can do about it. Our goal is to come away with a clearer picture of the challenge and what the solution might be – from innovative visual tools to early-stage communication strategies. 

Hayes Davidson is a creative studio bringing fresh thinking and distinctive visual storytelling to the international built environment, with over 35 years’ experience supporting planning and development projects by creating exceptional visual experiences. 

To get involved in our early-stage research programme, please reach out to Graham McCormick, Art Director and Head of Planning.