Millieu brand strategy and development.
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Fascel Group branding
Brand naming, redesign and development for the Fascel Group.
FF&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.
The rebrand, restructure and repositioning of the company has led to invaluable brand positioning for the future.
Managing Director, Fascel GroupWe now have a contemporary, more dynamic company and we’re already seeing the impact our investment with Bonfire has generated.
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