ATLAS ADVISORY
Strategic Advisory for Branded Residences
We provide strategic, creative and commercial guidance to help shape branded residences that resonate with global buyers and elevate the brands behind them.
Brand Atlas Advisory partners with the world’s foremost developers, luxury brands, operators and investors to provide tailored guidance across every stage of the branded residence lifecycle.
Whether orchestrating a landmark development or bringing a storied brand into the built environment for the first time, we provide expert, discreet guidance across every stage of the journey. From land strategy and brand selection to design guardianship and market positioning, our work is meticulous and grounded in a deep understanding of high-net-worth buyer psychology and global luxury expectations.
With a global outlook and a singular focus on excellence, we help realise developments that are not only commercially robust but timeless expressions of place, brand, and lifestyle.
Our Services
Brand Atlas Advisory offers a complete suite of services covering every aspect of a branded residence development. Our structured approach allows clients to engage us for standalone expertise or a fully managed journey.
1. Envisioning & Masterplanning
Unlocking site potential with research-led strategy, commercial insight, and masterplanning, we set the stage for long-term success.
2. Feasibility & Strategic Analysis
We deliver tailored feasibility studies, combining market intelligence, financial modelling, and branded residence expertise to guide confident, high-impact development decisions.
3. Brand Guide
We create the blueprint that ensures every detail of a development reflects your brand with consistency, integrity and lasting impact – from spatial design principles and service standards right through to scent profiles, and ambience.
4. Brand Affinity Lab
Through our proprietary brand alignment workshop, we pair developers with luxury brands — and vice versa — using a structured, insight-led process grounded in brand values, market fit, and long-term potential to forge stronger, more strategic partnerships.
5. Brand Identification & Contract Negotiation
We can manage your brand RFP creation, shortlisting, outreach, negotiations and final deal structuring- ensuring strategic alignment and commercial advantage.
6. Sales & Marketing
We offer tailored marketing services to support projects — defining positioning, crafting market-specific messaging, and overseeing brand-aligned assets to ensure a seamless launch to high-value global audiences.
7. Show Suite Solutions
A turnkey service to design, build, and deliver high-impact, on-brand show and sales suites that convert interest into investment. We manage design, build and delivery to ensure every suite reflects your project’s vision.
8. Project Management
We will manage the Brand approval process for the design and marketing materials, and provide project management of your launch programme.
Market Snapshot
Branded residences are redefining global luxury living — offering buyers security, service, and a powerful sense of belonging. Once a niche concept, the sector is now a key pillar of high-end real estate strategy for brands and developers alike.
700+
branded residence schemes completed globally
900+
additional projects in the pipeline
8% to 12%
market growth in standalone branded residences
79%
remain hotel-branded, with non-hotel brands growing to 21%
25-35%
average premium over non-branded equivalents
180%
increase in global supply over the past decade
Why work with us
Atlas Advisory gives you access to the insights, intelligence, and industry best practices that power the world’s most successful branded residential projects. We bring together strategic thinking with on-the-ground expertise, drawing on our global network of top tier talent across every discipline.
Clients
The team behind Brand Atlas brings decades of global experience across luxury real estate, branding, hospitality, and design — working with leading developers, owners, investors, and both hotel and non-hotel brands.
We draw on this cross-sector expertise to guide every stage of the branded residence journey, from feasibility and brand alignment to design definition, commercial strategy and market launch.
Meet the team
Co Founder & Group CEO
Darren Barlow
An accomplished, entrepreneurial and commercially astute board level director, Darren has delivered sustainable and profitable growth in multi-million-dollar businesses within the construction, property and real estate sector for over 35 years.
Group Managing Director
Michael Ayling
Hospitality and property development finance expert Michael has held roles including senior positions for KPMG, Managing Director at Laguna Resorts and Hotels plc and CEO of consultancy NuoBello, working with clients including Blue Tree Phuket, Blue Canyon, SC Capital and OCP Asia.
Managing Director Atlas Advisory
Jenny Naylor
As a trusted strategist and advisor to leading luxury brands and developers, Jenny helps shape the future of branded residences through comprehensive guidance from concept to completion and global launch. Her portfolio includes landmark projects such as Raffles London at The OWO, One&Only Resorts, Atlantis The Palm, NEOM and Four Seasons Residences at Twenty Grosvenor Square.
Group Chief Creative Officer
Lee Barfield
With over 25 years' brand experience in the luxury and lifestyle sectors, Lee has worked with some of the world’s most prestigious brands, providing brand strategy, differentiation and identity, narrative and bespoke digital platforms for brands globally including Brand Atlas, One&Only Private Homes, Red Sea Global, British Land, Martin Kemp Design and Sotheby’s International Realty.
Group Chief Marketing Officer
Sunny Humano
With over 30 years' experience in advertising and brand building for international Fortune 500 companies, Sunny has led campaigns on some of the world’s most prestigious and impactful luxury brands including LVMH, Mandarin Oriental, Land Rover, Jaguar, Nike, Audi, BMW, Diageo and Coca-Cola.
Group Chief Financial Officer
David Bartlett
David is ex-KPMG and a senior financial executive with over 35 years of international experience in accounting, project finance and financial management. He was previously the CFO and Head of HR at Blue Tree, Phuket, Finance Director of Royal Phuket Marina and for Blue Canyon Country Club in Phuket.
Atlas Collective
A global network of best-in-class partners — from architects and interior designers to FF&E specialists and artisan makers — handpicked for their experience in luxury and branded residential projects. Atlas Collective gives developers and brands access to proven talent from day one, with our Advisory team assembling tailored project teams to meet the highest standards of design, delivery, and brand alignment.
Atlas Studio
Atlas Studio is a film production and creative studio crafting cinematic narratives for the world's finest branded residences, luxury developments, and hospitality groups. Our expertise in film, CGI visualisation, and content creation defines the visual language of exceptional properties.
Success stories
The OWO – Raffles London
The OWO Residences by Raffles
“Jenny Naylor was a driving force behind the brand and marketing strategy for The OWO— an extraordinary project that saw the transformation of the former Old War Office into a new global destination. Jenny led the branding of The OWO, the successful international launch of Raffles London, and The OWO Residences by Raffles — the first Raffles-branded residences in Europe. From strategic vision to campaign execution, she oversaw every aspect, including global PR, creative development, partnership strategy, and UHNW engagement. Her expertise in luxury, storytelling, and branded real estate was critical to establishing The OWO as one of the most significant mixed-use launches in recent memory.”
Madani Sow
CEO,
Westminster Development Services Ltd (Developer)
