Architects and interior designers are specialists in creating and detailing the design. My role as a client-side Design Director is distinctly different; I represent the owner or developer to ensure every design consultant aligns with the project’s business case, program, budget constraints, operational requirements, and overarching vision.

Positioned above the creative and technical consultant teams, I coordinate their efforts, resolve conflicts, and ensure the design intent is safeguarded throughout the delivery process.

This embedded model provides proactive oversight, mitigating costly scope creep, reducing project risk, and ensuring that the final built outcome delivers both brand value and strong financial returns. In essence, internal client-side design management brings strategic cohesion and commercial discipline to complex developments, unlocking greater value beyond the aesthetics and architectural detailing.

I deliver value by:

Conducting rigorous feasibility studies to validate concepts early and safeguard significant design investments.

Translating creative vision into practical, commercially viable outcomes through strategic leadership.

Mitigating risk by expertly managing scope, budget, and timelines across diverse consultant teams.

Guaranteeing the completed built environment aligns seamlessly with brand identity and financial performance goals.

I lead projects from vision through to opening day, overseeing every critical phase to ensure success. This involves:

Defining the design brief and establishing key project objectives.

Selecting and directing all consultants, including architects, interior designers, and engineers.

Managing feasibility studies, securing approvals, and overseeing cost planning.

Supervising project delivery to guarantee adherence to design intent, quality standards, and financial performance targets.

Traditionally, Project Managers handle day-to-day operations like schedules, contracts, and delivery, while Design Managers focus on budgets, team coordination, design quality, and aligning outcomes with strategy. These roles usually work together internally but separately, communicating through formal processes.

Today, many integrated companies combine these roles. A single leader manages both design and project execution, ensuring teams work smoothly together and design goals match practical needs. This in-house approach keeps the developer’s brand strong, improves communication, reduces risks, and maintains a clear link from vision to final delivery. It balances creativity with practicality, helping complex projects finish on time, within budget, and with high quality.

The ideal time to appoint a Design Manager is prior to significant design work—ideally during early acquisition feasibility or initial concept development. An in-house Design Manager can deliver a return on investment of up to ten times their salary by identifying planning opportunities and developing compelling internal design schemes.

Engaging this role early ensures a focused, well-defined brief, aligns all stakeholders strategically, and facilitates the careful selection and appointment of consultants, driving efficiencies in time and cost. Early involvement ensures the design process is anchored in commercial viability and operational effectiveness from the outset.

Conversely, delaying appointments risks missing critical value optimisation and cost control opportunities, ultimately jeopardising the project’s success.

This reflects a fundamental misunderstanding of the design manager’s role. The design manager is not the primary designer—that responsibility rests with the architects and interior designers, whose creative vision and technical expertise are crucial. Instead, the design manager supports these roles through overall coordination and oversight.

A senior design manager’s responsibilities go well beyond architecture and interiors. They manage the entire range of consultants, including structural engineers, MEP specialists, building code assessors, fire safety experts, planning consultants, and other key professionals critical to the project’s success. Their role is one of strategic leadership on behalf of the client, ensuring every consultant’s work aligns with the broader business goals, operational needs, and long-term asset management strategies.

This comprehensive approach is vital. By promoting collaboration and integrating multidisciplinary contributions, the design manager protects design quality without sacrificing project feasibility. They balance innovation with practical considerations, guiding the project to meet budgets and timelines while delivering lasting value. Essentially, the design manager connects creative and technical aspects with the client’s strategic priorities, elevating project outcomes from isolated design efforts to sustainable, well-rounded success.