Fascel rebrand and propositionBrand naming, redesign and development for the Fascel Group.
Restructure and repositioning of the company for the future.
F&S Pipeworks had been successfully growing for the last 25 years and built up an enviable reputation in the UK construction sector based on the company’s quality, service and professionalism. However, the brand and identity had been left relatively unchanged since day one and, as a result, had failed to keep pace with the expanded range of services and high levels of expertise the company now offered.
The original business name had come about as a combination of the initials of the two founding directors, Forrest and Shaw. We wanted the new brand identity to incorporate the heritage and equity that had been built up under F&S Pipeworks. Part of our solution explored options that both included this naming heritage and embraced the extended board. A new name, Fascel, was created from the surnames of all the current directors: something that would create a distinctive, unique, high impact and memorable name in the marketplace.
The rebrand, and restructure of the company into four divisions (mechanical, fabrication, mechanical and electrical, managed services), has enabled the Fascel Group to be in a better position to respond to opportunities as the upturn in the construction industry gathers pace. The new branding and structure supports and encourages external perceptions of Fascel as a company that can both be a valuable total solution partner on high profile, complex projects, while retaining its flexibility to offer a range of individual building service solutions.
When you’re running a successful business for as long as we have, it’s sometimes difficult to have the time – or perspective – to take a look at how customers and the external world view us. What Bonfire were able to do was quickly get under the skin of our business and help us reposition our brand so that it more closely reflected the organisation today – and where we want to take it in the future. We now have a contemporary, more dynamic company and we’re already seeing the impact our investment with Bonfire has generated.