Fulham Building and Property maintenance are a family run construction company based in Fulham (West London) - working with individuals and businesses to keep properties in shape, particularly as a supplier to estate agents in the area. They care deeply about what they do and often go the extra mile to make sure that no stone is left unturned.

With marketing materials and a website that didn't feel uniform or professional, the brief was to take the existing logo file and build a brand around it for use on:

• scaffolding
• vehicles
• business cards
• documents
• brochures
• the website

From Logo to Brand System

The initial logo is something that the business was very of, so it was important that this work built on that rather than starting again. What was great is that it was a clear identity and focal point for the company, however there was only a single version of it which meant that it was lacking in different sizes and formats (large, small, brand mark, etc.) which is especially important in todays digital world.

Likewise with the colours, which hadn't been pinned down or anywhere, leading to different colours and shades being used in a number of places - none of which were on brand at all.

To solve these issues, we followed these steps:

1. took all the existing materials and put them together
2. looked at these to determine the positives and negatives
3. used these to modify the logo and make it feel more balanced
4. created a brand system that included:
   - created a logo suite for use at different sizes
   - identified a font that felt on brand
   - created a colour palette with accessible colour combinations
   - put together mock ups to visualise how the new brand would look in action
5. created a set of brand guidelines in PDF format so that the new direction was available to all and, more importantly, visible

The result was a professional, friendly and versatile brand that reflects the vision while strengthening the digital identity to make it stand out.