We took a broad-based approach by reviewing stakeholder research, including customer interviews, that had already been conducted by Co-Foundry collaborator Sonja Nisson as well as carrying out a visual audit of Fundamentals’ existing branding and a review of personas and values. We also researched the market, casting our net beyond companies in the sector and gathering insights from alternative categories, particularly among brands with similar characteristics.
Our findings revealed an outdated brand identity in an undifferentiated category that was bland and grey, with cliché-ridden narrative and imagery – engineers in hard hats, power stations, solar panels and electricity pylons.
We were about to invest heavily in our marketing, a new website primarily. We needed to know that our brand identity was up to scratch and reflected where we saw ourselves – more contemporary, more innovative. Sue and her team did just that, improving our visual branding, messaging and tone of voice. The handover was solid too, and she ensured that our digital agency had a strong steer on how to apply this key touchpoint. We now feel really confident in our new positioning.
John Langley-Davis, Head of Technology