Growth from the ground up:
Renovating the brand championing British builders
Federation of Master Builders
Construction Trade Association, UK
Founded in 1941, the Federation of Master Builders (FMB) is the largest trade association in the UK construction industry representing the interests of micro, small and medium-sized building companies. As an independent and not-for-profit membership body, it must remain relevent to successfully lobby for the interests of its members with government and other bodies, as well as continue to be a trusted source of knowledge, professional advice and support.
Over the years the need to refresh their visual identity had become apparent, having become cluttered and confusing. Compounded by limited guidance relating to correct application, an increasingly disparate range of brand communication assets were in circulation. We reinvigorated the identity, bringing harmony and a simplified aesthetic, while ensuring consistency of application via a comprehensive suite of brand guidelines.
Client
Federation of Master Builders
Services
Brand strategy
Visual identity
Brand guidelines
Editorial design
Exhibition design
Digital design
Print design
Solid foundations — centred around a refined graphics system built upon an isometric 'blueprint' grid, we created a refreshed and pared back visual identity comprising a reworked logomark, revised colour palette and introduction of new visual elements.
The new design system brings clarity and conveys a precise, crafted and high-quality look and feel across all touch points; qualities reflecting the skills and expertise of its members.
01 — Evolution
02 — Building blocks
01. The FMB logo consists of a representational symbol in the form of a house, within a hexagonal device, year establishment, as well as the wordmark. This sits within a rectangle of a deep shade of red — a nod to ‘Tudor Reds’ which were a high quality, kiln-fired sand faced brick.
02. The design system is built upon an isometric 'blueprint' grid of blocks.
03. We found a few items from the 1970's for sale online during our research stage including this FMB 1970/71 Year Book for North Western Counties Region as well as an original printing block of the logo.
04. Brand research showing a former FMB logo depicting new homes and blocks of flats in post-war Britain. The Queen and Queen Mother visiting the FMB stand at 'Building the New Britain Exhibition' at Olympia, London in 1957. Image: Federation of Master Builders / Pathe.
03 — 1970s publication with logo print block
04 — FMB logo in 1957
We created comprehensive brand guidelines, supported with master assets including logo packs, supporting visual elements and editorial and publication templates. Providing all the rules and tools to help ensure consistent, cohesive, and clear application as the new brand as it's gradually rolled out across print, digital, exhibition, signage and merchandise.
Our design for their 2024 Manifesto (printed on 100% recycled material) was launched at UK Parliament - the occassion provided an ideal opportunity to unveil the refreshed identity in a tactile format.
From upgrading homes to be more energy efficient, driving innovation through new technologies, construction methods and materials, to delivering the new housing that the UK needs — small builders are at the heart of their communities. They are the backbone of our local economies, employing local people and training the next generation.
The new design system has a pared back feel to the previous. It succeeds in bringing clarity to messaging and content, but still commands attention across print, digital, exhibition, signage and merchandise. Design and brand applicaton that conveys a precise, crafted and polished finish — qualities that reflect the skills and expertise of its members.
