Main project goal: Align brand identity with the company vision

Formline Group is a family-owned and operated workplace design and construction business that has been successfully operating in regional NSW for over 25 years.With design, fit-out and refurbishment capabilities, they are an end-to-end partner for businesses looking to unleash the potential of their commercial space.

Often described as Tamworth's 'best-kept secret', Formline was flying under the radar as its brand identity was misaligned with a recently refreshed business strategy. 

Brand chemistry came recommended and after an initial exchange, the team at Formline were confident Bc would deliver a strategically aligned brand that fit the long term vision for the company.

Formline brand identity before and after

The approach

The Formline brand included a dated logo, as well as a limited colour palette of red, white and grey. None of this conveyed their high quality work or them as the trusted, and experienced partner which Formline pride themselves on being. 

With this in mind, a complete brand refresh was on the cards including a brand new logo, colour palette and 'look and feel'. The new brand needed to be clean, minimal, sophisticated and aligned with the company's long term vision and core messaging - plus it needed to resonate with Formline's ideal customers. 

On the wish list was a new colour palette and a modern logo that was immediately recognisable and had the ability to standalone on marketing and construction materials, including hard hats and billboards.


A recognisable brand


A new colour palette


A modern logo

The process

Bc began the process by delving into Formline's brand positioning, personas and business strategy, getting to know exactly what the company wanted to convey with their new identity.


The new Formline logo
The new Formline logo

The next step was designing a series of brand mood boards to visually represent ideas for the Formline Group's new brand identity, alongside explanations for why each element has been chosen.

The mood boards allowed the Formline team to easily decide which areas had hit the mark and which had not, ensuring the feedback process was efficient and productive on both sides.

The results

Bc delivered Formline a new brand identity which they are proud to take to market. The new logo, colour palette, icons and overall 'look and feel' are now completely aligned with their business direction and something the Formline team are excited to share. 

The new brand is strategic, minimal and perfectly aligned with the Formline company vision and plans for the future. The logo and colours speak to Formline's core business qualities: trust, confidence and a proven methodology. And the Formline brand is already resonating - key clients who got a sneak peek describe it as "trusted, professional, sophisticated and clever."

“Wow! What an experience - from start to finish Brand chemistry exceeded our expectations. With an efficient process and an expert team, they answered directly to our needs in delivering a brand identity that is not only aesthetically pleasing but strategically aligned with our long term vision and resonates with our client base.” 

Karyn McDonald
Business Strategy Manager - Formline

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