Willmott Dixon, residential development and property support expert, approached us to create a distinctive new identity for its property repairs and maintenance division which services over 100,000 homes owned by councils and housing associations.
The brief was to create an independent identity that held no resemblance to Willmott Dixon. The identity needed to reinforce the brand’s position as property maintenance specialists and provide a leg up against the competition.
Taking care from A to Z
It was vital to get the positioning right from the start, so we began by holding a workshop with 25 staff to understand and define the brand’s offering and future objectives.
Then the team gave us a name which they liked – Fortem. Latin for ‘the strong’, it seemed a perfect fit. We then developed the ‘people who care’ proposition to help the new brand differentiate itself in the competitive marketplace.
We gave Fortem a bold, flexible and dynamic identity inspired by repeated roof shapes of the homes the brand cares for. Throw a lively palette of colours, photography guidelines and simple tone of voice in the mix and the result is a brand ready to lead the market.