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People typically come to us when they encounter the conventional barriers to sustainable buildings — complexity, expense and relevance. They are looking for a different approach that can be understood, afforded and appreciated in all types of places.

We take the success of organic and natural products as our guide. The structure of simple ingredients, personal benefits and environmental credentials is a familiar and powerful one.

Linking the environmental with the personal has enabled other types of items to go from niche to mainstream. Buildings — where we spend most of our time and money — are an obvious opportunity for this kind of strategic thinking and branding.

We base our approach on five simple ingredients we have identified through extensive customer feedback. These determine the quality of the environment and can be improved in any type of building at low or no cost.

The personal benefits of good ingredients can and should be used to promote places, just like any other product. Using language that is valued in other markets is both possible and essential.

Finally, the five environmental credentials replace technical jargon with customer-friendly language and concepts.