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Rebranding: Active Building Control

Posted on. 22/01/2021

Active is a specialist building control company. They needed to stand out in a crowded sector.

In the beginning, rebranding wasn’t even on the agenda. Active wanted to achieve faster growth, but weren’t sure how to do it. In a ‘me too’ market, my challenge was to establish stand out with a clear and realistic USP, and drive new business.

By carrying out research with a selection of Active’s clients I revealed that – amongst other things – their value came in proactively finding solutions, rather than simply identifying problems.  They were also thoroughly knowledgeable and well-respected – so the solutions they gave were practical and valuable.

Through establishing what their customers wanted, taking a look at their competitors and understanding their market advantages – and challenges –  it was time to put these new insights to work.


Active’s existing logo


We were very much leading with marketing strategy and then developing the tactics, which is a joy to do with clients.

To take things forward, it became clear that a rebrand for Active was needed. The current logo just didn’t reflect their approach or values.

For one, the brand needed to demonstrate their dynamic, flexible approach to problem-solving within very tight building regulations. The grid chosen is based on the architectural golden ratio and provides a flexible template that reflects their ethos.

The treatment of the ‘A’ in the logo gets across their solidity and grounded approach. Add a vibrant colour palette and straight talking tone of voice and you get absolute stand-out that has meaning behind it.


New rebranding for Active Building Control - new logo


The website also needed to position them better for their target audience, and showcase their services and expertise. And for business development, a carefully developed, but simple 3-stage campaign with potential clients was created. Something with a clever mechanism that stood out from the crowd, got the right messages across, and was easy to manage internally.


Active Building Control brochure artwork by Addi'd Value Marketing

The vibrant colour palette and straight talking tone of voice gives them stand-out amongst competitors, reinforcing their individual approach.

Behind all the marketing is clear targeting, a defined proposition and measurable objectives. All these enable the tactics to be carefully and correctly chosen.

Putting Active in a brilliant place.

Simple as ABC really.