Digitally supporting architects using NBS: Ash and Lacy case study

Manufacturers who embrace the important role digital plays in engaging architects are more likely to be found, selected and specified.

At our recent NBS Unlocking the Secrets to Specification event, we heard from Aneira Beament, Director of Marketing & Brand Identity at the facade and roofing manufacturer Ash and Lacy, about the value of digitalisation and the importance of the NBS platform in shaping manufacturer success…

Technical expertise as standard

The team at Ash and Lacy understand how important it is for manufacturers to share their in-house expertise with architects.

They engage with specifiers through a broad technical support offer that includes in-house engineers, engaging CPD training and installation training for contractors either digitally or onsite.

“We really pride ourselves on the level of technical support that we offer to clients, whether it’s architects or contractors – all the way through from project inception through to completion on site. 

“We have a team of qualified engineers in-house and these are on hand to assist  specifiers and contractors with things like project specific calculations and thermal modelling.”

Another important aspect for the team was to ensure all products and systems were authored as specifications in NBS Chorus.

“Back when I first started in the construction industry these were Word documents that were manually put together on a project-by-project basis. Now they’re all authored and hosted within the NBS software, making them available for inspection within NBS Chorus in a much more streamlined and collaborative process.”

These fundamentals help position Ash and Lacy as an expert manufacturer that can help architects make crucial specification decisions.

To continue supporting architects in the best possible way, Aneika shared how the brand has embraced rapid digital evolution in areas such as BIM, automated manufacturing and seamless project collaboration…

Harnessing the power of BIM modelling

Specifiers look for detailed BIM objects when interacting with manufacturers – but many brands still lack a detailed BIM library.

“We all know that BIM is a much more coherent and collaborative way of collecting product information from an architect’s point of view. For us as a manufacturer, there were a whole host of platforms and formats you could use to present BIM data.”

Ash and Lacy recognised the potential of BIM early and worked with NBS to offer a complete library of objects in NBS Source produced to the NBS BIM Object Standard.

“We chose to work with NBS primarily because of the NBS BIM Object Standard, a globally recognised mark of quality and consistency. It results in objects in the right format for the platform that you use, containing all the information you need. 

“The standard also enables the comparison and analysis of BIM objects that meet the standard, irrespective of the author. This, in turn, enables quick, confident and informed decision making.”

Digital design to meet industry challenges

BIM objects are just one part of the digital design process. Aneira and her team engage with specifiers by providing digital design support, where they produce system designs from a component level to help architects solve unique challenges.

“This allows us to explain and adapt details based on project-specifier scenarios. Panel sizes, depth and geometry can be adjusted and tailored to suit design intent.

“The same logic applies to the relevant support systems which can be engineered and customised to accommodate structural loading performance and unique design features.”

The team at Ash and Lacy continue to explore new technologies that push innovation – such as utilising AI-driven generative design tools to help produce more sustainable components.

Aneira shared an example based on building regulation changes that require UK homes to produce 30% fewer carbon emissions, meaning manufacturers need to reduce material usage and maximise thermal efficiency wherever possible.

To meet sustainability challenges, Ash and Lacy use other platforms that offer features like carbon lifecycle analysis. This allows the team to extrapolate embodied carbon data at a product level, which can then be used to calculate the carbon impact of material choices at the design stage.

All of this means that forward-thinking manufacturers like Ash and Lacy can provide specifiers with a deep level of expertise in the design, installation and sustainability of a product to meet even the most unique project requirements.

Digital investment isn’t just to serve architects at the design stage – it can also be used to improve efficiency from a manufacturing point of view. Ash and Lacy use automated manufacturing processes to decrease lead times and reduce energy consumption. Aneira discussed the tangible impact this has using a real example of a roofing panel:

“Probably about 10 years ago, this product would have been manufactured by two people and involved six processes. Now it is made in five or six seconds and involves one process.” 

Finding the right aesthetic

Though much of the discussion around digital innovation focuses on data and product information, it’s important to remember that architects often make decisions based on aesthetics, too.

Aneira and her team recognised this and were inspired by the ecommerce site ASOS to produce an architectural finish selector on their website. Sliders and colour-match tools make it simple for a designer to choose the appropriate finish. Architects can also sample from an image to be directed to the most relevant choice from the brand’s colour range.

But digital tools provide far more utility than simply tailoring product samples by colour. If an architect has a specific planning consideration or aesthetic requirement they need to adhere to, Ash and Lacy can use 3D scanning to produce solutions that are colour—or even texture-matched to a specifier’s needs.

How NBS supports digital growth

Ash and Lacy are fantastic examples of forward-thinking manufacturers that embrace digital technology at the right time to engage specifiers better. As part of this approach, Aneira mentioned how vital the NBS platform is to facilitating more effective digital practices.

“The consistency of information within the NBS platform is over and above any other platform in the industry. All of your product information is presented in a format where it’s compliant with industry standards. Your data is centralised onto one individual platform.

“So if you’re an architect looking for a roofing product, a radiator or a bathroom, you can access all of them in one place and ensure they have the relevant information and the right certification.”

By utilising the NBS platform, the Ash and Lacy team makes all of their products available in a way that matches specifier needs—whether from a performance or aesthetic point of view. NBS Source also allows the team to share detailed case studies that demonstrate products in situ and provide further details to help an architect make a decision.

But the benefits extend further than that. Not only does NBS offer additional marketing support to manufacturers, but we also ensure you keep your products and data up to date and provide regular reminders to do so – which means you’ll stay ahead of specifier interest and industry demands.

If you’re a construction manufacturer and this case study has inspired you to embrace digital growth, NBS is here to help. From digitising your product information in specifier-ready formats to ongoing marketing support that gets you noticed, learn more about how we can help you.

More information

• Watch the Ash & Lacy presentation