Product category:
Design services
News Release from: FHD
Edited by the Marketingservicestalk Editorial
Team on 21 March 2008
FHD creates identity for Construction
Alliance
UK brand consultancy FHD has created a new name and brand identity for the Construction Awards Alliance (CAA), formerly known as the Awarding Body for Construction (ABfC).
FThe organisation, an alliance between ConstructionSkills and City and Guilds, offers over 75 nationally recognised construction qualifications through its network of over 800 centres across the UK The newly named organisation was launched in early 2008
This article was originally published on Marketingservicestalk on 9 Mar 2007 at 8.00am (UK)
Related stories
Boxer moves into stunning office at Fort Dunlop
A home fit for one of the UK's fastest-growing design consultancies, Boxer, has been created by award-wining interior designers redjacket.
Boxer wins Fabric Warehouse business
The UK's leading soft furnishing retailer, Fabric Warehouse, has appointed design consultancy Boxer as its retained design agency.
The key challenge in developing the new identity was to allay any confusion about the role of the organisation and the responsibilities of the alliance partners.
The visual expression of ABfC had relied heavily on the ConstructionSkills and City and Guilds brands and the new identity was required to reflect and harness their heritage and positive equity.
The CAA also had to be positioned appropriately within the ConstructionSkills brand hierarchy.
FHD created a fresh, professional and contemporary 'look and feel' for the organisation, incorporating colour palette, typography, photography and graphics.
In addition, the consultancy prepared brand and identity guidelines for the CAA, which cover the brand's application across a variety of print and online materials.
Ruth Cass, Marketing Manager, ConstructionSkills, said: "It was important that the new identity was able to emphasise the strength of the alliance between ConstructionSkills and City and Guilds while helping to establish the CAA as an organisation in its own right.
"FHD's design approach and process has resulted in an identity which does just that".
Sally Robson, Client Director, FHD, said: "The challenge for us was to take the influence of the alliance brands into account while similarly creating an identity for a new organisation which will be able to stand alone in the future.
"The final decision was driven largely by feedback from stakeholders who were consulted extensively throughout the project".
• FHD: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
