Every project begins with a branding session—an opportunity for us to discuss the project concept and create a storyline. As facilitator to this envisioning session, we invite the key project team members to participate in a structured brainstorming session that touches on the ‘story’ of the project, the program, site constraints, and the overall positioning of the project. The resulting storyline informs every aspect going forward, from the overarching design and aesthetics of the project to the interiors, and all the way through to the marketing materials. A constant throughout the process, the storyline informs and inspires from start to finish.