Authors: Bushra Zalloom
This paper studies the impacts of branding and rebranding the built environment on the human recognition and human behavior. It suggests a methodology to be followed and a framework to be used in assessing the impacts of any proposed project within the urban content, the proposed project might be (policies, programs, plans, designs, and strategies). The paper is subdivided mainly into three sections: First section explores the existing international frameworks and charters that are used in assessing the quality of urban spaces. The concept of social sustainability, the Place-making diagram, and the concept of Social Impact Assessments (SIA) have been further analyzed to highlight a wide range of tangible and intangible aspects that influence the quality of life and the quality of a built environment now and in the future. Second section highlights the components of the Dynamic framework that had been created based on the existing frameworks and charters to fill the gap between them and present a more specific tool for impact assessments. The Dynamic Framework considers the sociocultural context of the city to be used for assessing the impacts of the new project. The Dynamic framework studies the urban morphology and the social characteristics of the urban space. It is called dynamic because the contemporary meaning of urban space identifies the urban surface as dynamic, responsive, and active surface. The third section examines the created framework on one of the project at Birmingham, UK to assess its impacts on users.
Keywords: Dynamic Framework; Social impacts; Social impact assessment