Create a brand that signified a large, experienced company and develop collateral and website for launch.
Finishing Touch Ltd are a well established decorating and renovation business, started by 2 brothers over 10 years ago, who are now handling multi-million pound contracts with teams working across the country. Although their name was well known in the trade, it felt too much like the two-man-band they started as, and felt it restricted them from securing larger contracts, despite their rapid growth.
Following initial meetings, an audit of their current position and where they saw themselves in 5 years time, we established that they would change the company name, aiming for something unique that could translate across all areas of their business, without restricting future growth into new markets.
After a round of naming suggestions, a contraction of FT to the phonetic ‘Efti’ was chosen, which offered a nod to Finishing Touch, and formed the acronym of Efficient, Flexible, Trusted, Innovation – the pillars of their business. We worked up a series of creative routes, establishing some key elements of the creative:
- Stylised ‘E’ and arrow form a ‘building block’ – crafted, forward thinking, with a strong structure
- Classic typeface with a modern twist – crafted characters with a slightly softer edge to convey the experience of the business along with the personal approach – an aspect the client felt was important in an ever increasing marketplace of big business that had lost touch with its customers
- And finally the red dotted ‘i’ symbolises the ‘finishing touch’ – ‘icing on the cake’ – or even the ‘cherry on top’. Pride in the detail quality of finish, always delivering that touch extra. This was also an element that could really come alive in print collateral, website and other communication.
With a route chosen and developed further, we defined their brand proposition – ‘Dedication to the detail’ – which resonates through everything they do. We also established a brand ‘family’ to enable each of their core services to be marketed separately – decorating in particular is still one of the leading areas of their trade.
Once the creative platform was in place, we quickly rolled out the brand basics – stationery, branded clothing and vehicle graphics to launch the new brand, some small communication pieces to establish the tone of voice along with a photo shoot to capture their team and their projects in the field. Finally, we put up a holding page to mark the change and enable a short term web presence while the full website is in development.