Long before buildings are built or construction work begins, they are first presented to the world in the form of computer-generated images or renders. In the case of residential developments these CGI images are displayed to the public on hoardings, often accompanied by slogans and descriptions. This combination of branded type and image is found across London and is ingrained into the visual topography of the city.

To an extent they draw similar comparisons to graffiti. Both are found in urban environments, both are visible to the public, both leave an imprint with a signature tag marking ownership and both are political. However the tags of Taylor Wimpey, Berkeley or Galliard are organised, legal and ultimately intended to advertise buildings and places as opposed to representing acts of subversion and protest.

The downloadable brochure and its online presence as 'The Ruse' aims to decode and interrogate the hidden messages embedded into these images, particularly those aimed at selling an aspirational lifestyle to the wealthy 1% able to afford such developments. Their presence is widespread throughout the city, it is therefore important to question what are these images, how do they work, what do they reveal and whom are they for?