Team Talk: Scott McCubbin

01. What are you most looking forward to at London Build this year?

Scott: I’m looking forward to hearing from folk who are genuinely pushing schemes forward – regeneration schemes with real heart to them. It’s encouraging to see more local authorities leading from the front and bringing developers with them, and I’m excited to meet the people driving that kind of meaningful regeneration.

‍02. What’s the biggest branding challenge you see developers and architects facing right now?

Scott: The biggest challenge is uncertainty – especially with the possibility of Reform being elected next year. It’s that fear of the unknown on top of the obstacles developers and architects are already facing: getting projects moving, unavoidable delays, attracting investment, and standing out (for the right reasons) in a competitive marketplace. It’s a really difficult time, and so it’s more important than ever to think differently and lean into brand and storytelling.

‍03. In one sentence, how would you describe the power of brand in the built environment?

Scott: Without brand – without that story that connects places with people – a development is just bricks and mortar.

04. What’s one thing people get wrong about place branding?

Scott: Folk think place branding is all about knowing what you are, but it’s just as important to know what you’re not. Being clear on that guides both your actions and your boundaries. It shapes your approach to everything – from events to investment to the visitor economy. You’ve got to have that confidence and clarity, or you’ll lose your authenticity trying to be everything to everyone.

05. What’s your favourite part of helping clients bring a vision or community to life?

Scott: It’s about making a difference – leaving a place in a better position than how we found it. The best bit is when local people can pick it up and run with it, because it’s their place, not ours.

06. Finally, if you could give architects and developers one piece of advice, what would it be?

Scott: Get brand in early. Even if it’s just internal thinking, it helps to shape and sharpen the whole story from the start.

If you'd like to get in touch with Scott directly email scott.mccubbin@wearesomewhere.net