Formline's current 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 were 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.
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 next step was designing a series of brand mood boards to visually represent ideas for Formline'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.
Through each round of design, Formline fed back their thoughts which Bc listened to and deciphered as to how these comments needed to be reflected in the designs.
"On every round of designs, we left feedback and Brand chemistry took it on board 100%, and in the next set of designs we could see the evidence of this. They understood what we wanted and then were open-minded about delivering to that." - Karyn McDonald, Business Strategy, Formline