There is growing interest in the ways that value is understood in the context of projects and within project-based settings. Recent studies emphasise the multiplicity of project value in various project settings as perceived by different project actors. Drawing on previous work on project value and project front-end, this study expands on the idea of multiplicity of project value in the early project definition phase. To this end, the study draws from empirical data on infrastructure projects provision, including semi-structured interviews with a set of highly experienced and senior level informants with extensive knowledge and familiarity of infrastructure project planning and front-end decision making. The study is bounded with a focus on London, UK as an example of a complex, highly established global city with a great reliance on its infrastructure and a well-established projects ecology. Through inductive qualitative data analysis the study explores the role of infrastructure projects as solutions to policy problems, the multiple and complex nature of value in project definition and identifies three value levels, which are instrumental for project definition: local value, sector value and user value. The multi-level value framework in the project front-end extends and complements early decision making in planning and setting up of infrastructure projects