Visualising Confidence: Salmon Planning Speeds Approvals and Client Sign-Off with Gendo

Based in the South West of England for over 25 years, Salmon Planning Company brings architects and planning consultants together under one roof. Their integrated approach ensures planning and design are aligned from the outset, streamlining communication, reducing risk, and delivering projects with efficiency and clarity.

Meet Matt Green

As Director of Architecture, Matt Green leads design at Salmon Planning. Every project begins with a joint planning and design appraisal, identifying risks and opportunities early. Clients are actively engaged in concept development, and the collaborative approach strengthens applications through planning and building control.

Our collaborative model strengthens applications, facilitates approvals, and ensures every project is guided by a team fully aligned behind the client's vision.

Visualisation Before Gendo

Although the practice had the skills to produce high-quality renderings in-house, time and budget often limited what could be achieved. Only select projects could justify detailed visuals, despite their clear value in helping clients understand proposals.

This meant trust played a huge role. "The architect often knew the end result would be strong," Matt reflects, "but getting buy-in from the client could sometimes be tortuous."

Discovering Gendo

Matt was first introduced to Gendo through a familiar connection—having worked in practice with Gendo's Co-Founder and CEO, George Proud. Curious about how it might fit Salmon Planning's process, he and the team quickly put it to the test.

Very intuitive – being able to take very rough initial sketches and transform them into something a lot more tangible is very powerful.

Impact on Workflow

The most immediate benefit has been faster design sign-offs. Clients can now see and believe in the concept much earlier in the process:

• Accelerated buy-in – concepts signed off far sooner than before
• Enhanced live sketching – Matt's hand sketches gain credibility when paired with Gendo visuals in meetings
• Time savings – hours of rendering reduced to minutes, without losing quality

Having the Gendo-prepared image on screen or on the table in early meetings is a powerful touchpoint – we get that client excitement and buy-in much more easily.

Results

Gendo has already reshaped outcomes across projects:

• Stronger client approvals – concepts agreed earlier in the process
• Informed design decisions – material and detail choices made with confidence
• Improved planning submissions – concept imagery that communicates intent more clearly to case officers than 2D drawings

Now, the Gendo imagery facilitates conviction in decisions. It's not just the architect saying 'trust me' – the image speaks for itself.

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