Existing, natural, then everything else: why our approach matters
Every project is under pressure. Costs are up, regulations are tightening, and expectations are higher than ever. Developers and architects are trying to deliver more - more performance, more sustainability, more transparency - but often with less time and on tighter budgets.
From the Future Homes Standard, which aims to improve sustainability and reduce carbon emissions to such an extent that by 2030 new homes will be required to produce 75–80% less carbon, to the Building Safety Act - a complete overhaul of the planning process, and mandatory ESG reporting, the landscape is changing fast. Add to that the emerging requirement for materials passports - records detailing what’s in your building, its sustainability credentials, and potential for reuse - rising labour costs and skills shortages, and it’s easy to see why many projects start to feel burdened before they’ve even begun.
Our answer? Build less.
Too often, the default is to start again: clear the site, demolish the old, and design from scratch. It feels neat and controllable. But in reality, it’s rarely the smartest route - financially, environmentally, or strategically.
We believe it’s better to start in a different place. Our design hierarchy begins not with new materials, but with what’s already there.
A smarter hierarchy for real-world projects
Our approach builds on the Hierarchy of net zero design - a framework engineers know well but one that often fails to resonate with the stakeholder responsible for commissioning and funding projects. Most clients don’t want a lecture on embodied carbon; they want to know why this matters to them.
The answer is: Net zero is net better.
It’s better commercially, better operationally, and better reputationally. Designing for net zero - if done properly - reduces cost, risk, and waste. It protects value and avoids stranded assets that fail to meet future regulatory or investor standards. It’s not anti-design or anti-commercial; it’s just smart business.
By prioritising what already exists, and then using natural, low-impact materials where new is needed, and finally considering high-carbon systems only when they genuinely earn their place, we create projects that are leaner, quicker to deliver, and far less exposed to risk.
Existing first – building on what’s already there
Reusing existing structures is one of the most powerful, and yet underused, strategies in modern construction. Every element retained - a foundation, a frame, a façade - reduces waste, embodied carbon, programme length, and cost.
It’s also a planning advantage. Local authorities increasingly favour retention and adaptive reuse, particularly where heritage or environmental considerations are involved. Reuse demonstrates responsibility, and that can make the difference between a smooth approval process and months of delay.
For developers, this translates to lower capital expenditure and fewer unknowns. For architects, it offers creative freedom within meaningful constraints - a chance to reinvent rather than replace. Project managers see tighter programmes, clearer scopes, and fewer surprises. And asset owners benefit from enhanced ESG performance, extended asset life, and careful maintenance that increasingly matters to investors.
Reusing a structure is rarely the easy option. It demands judgement and experience - knowing when to keep something and when to let it go. But when handled well, it delivers significant commercial advantage. John Bailiss, Bailiss & Co Founder, explains: “The more we can prove the value of what’s already there, the less new build we need. That’s not idealism; it’s problem-solving. The less we build, the less we spend, the less we emit, and the quicker we deliver.”
Natural second – specify with intention
When new materials are needed, prioritising natural or low-impact materials that add sustainability and longevity is essential. Start with those that carry the lowest impact and the highest integrity, such as timber, recycled steel, limecrete, natural finishes - robust, long-life choices that align with both sustainability goals and commercial reality.
This stage is about precision, not purity. Specification should be carried out with intention, looking for solutions that improve durability, maintenance performance, and whole-life cost. The result is simpler procurement, better lifecycle performance, and more transparent ESG reporting.
Developers benefit from reduced exposure to volatile material prices, architects gain confidence that their designs meet sustainability targets without compromise, and project managers see cleaner procurement chains and fewer delays. For asset owners and investors, the reward is clear: stronger ESG credentials, lower operating costs, and an asset that holds its value in a rapidly changing market.
Everything else – only when it justifies itself
Finally, there’s everything else: the high-carbon, resource-heavy systems and materials that have been the default for decades. They don’t have to be excluded outright, but they should be able to justify themselves.
Every tonne of concrete, every complex mechanical system, every energy-intensive material must earn its place through performance, durability, or genuine necessity.
This disciplined approach protects budgets, reduces the likelihood of costly value engineering later, and ensures that every decision stands up to scrutiny - commercially and environmentally. It’s about being rigorous with choices, not restrictive with ambition.
It’s also a reminder that sustainability is not only about carbon. To be truly sustainable, a project must deliver across environmental (resource use and carbon), social (quality of life, community, resilience), and economic (viability and long-term value). A material or system that falls short on one of these fronts risks undermining the whole project.
Delivering value – why net zero is net better
What this hierarchy really delivers is value - not abstract environmental virtue, but tangible, measurable benefit. It protects design ambition while lowering risk. It provides a framework for clearer decision-making, fewer surprises, and greater accountability. It simplifies the path to compliance and strengthens the commercial case for every move you make.
By starting with what already exists; carbon, costs, and complexity are immediately reduced. By choosing natural, low-impact materials, assets are easier to maintain, easier to report on, and more resilient. And by demanding justification for everything else, waste is avoided - of materials, money, and opportunity.
Net zero isn’t a burden or a marketing claim. When done right, it’s a strategy for building smarter, spending less, and delivering more. In other words: net zero is net better - for developers, architects, project managers, investors, and the planet.
That’s what we mean at Bailiss & Co. by honest, ambitious engineering. Not the easy way, but the right way - for your project, your budget, and your future. To find out more about how we work with clients, get in touch.