“We are delighted to be working alongside 39steps in the development and roll out of Firemac’s new brand. While all of the agencies we shortlisted came up with excellent creative solutions but what stood 39 Steps apart was their attention to detail, enthusiasm and fantastic service. They are a pleasure to deal with.”
Hannah Mackay / Marketing Manager
With over 25 years of experience in passive fire protection, Firemac is established as one of the UK’s leading experts in the industry. It’s a small but highly competitive market, so they needed to stand out.
The team appointed 39steps to create a new brand identity to reflect the company’s quality of product range, service and prominence in the industry. We kicked off the project with a brand workshop, which involved clients and key stakeholders. This allowed us to get a broad understanding of the business, ascertain it’s position in the marketplace and advise on the strategy for the future of the brand.
Naturally, an overhaul of brand and a clear understanding of position then led to the creation of a new, easy to navigate, engaging and responsive website, giving customers confidence in Firemac‘s products and services.
With a full day branding workshop we were able to nail down Firemac’s brand essence which we uncovered as being ‘Tireless Commitment’. The workshop helped to establish the brand values, personality and communications proposal. With this crucial discovery phase as a starting point, we moved on to creating their brand.
We created a typographic brand identity, with a strong, authoritative, uppercase sans-serif font that conveys contemporary safety and security. For their logo marque, we created a bespoke letter ‘A’ – the left leg is a flame, the right leg is stopping the flame – visually representing how Firemac’s products act as a barrier to fire. The marque can be used as an easily recognisable standalone motif on all manner of media. Using fire as an obvious colour scheme, we chose a bold, high-contrast colour palette of orange, charcoal and white, ensuring their brand identity stands out from their competitors.
Firemac launched their new brand at a fire safety exhibition. We supported the team through this exciting venture, by designing the exhibition stand, liaising with the exhibition production team and Firemac’s in-house team to ensure everything ran smoothly and stress-free. In addition to all the usual marketing collateral required for a re-brand we designed and printed all their promotional material and giveaways for the exhibition and brand launch.
During the brand workshop, we created target personas for Firemac’s main target market – ductworkers, mechanical + electrical contractors, architects and consultants. This gave us an understanding of the type of information each persona would want to find when visiting the site, and how best to help them find that information.
Using the strong brand colours and typeface we created a striking, modern responsive website, giving a professional presence online that elevates them above the competition and establishes them as a trusted industry leader. To achieve their goal of increasing new enquiries we created a simple, bold contact form on all the main pages.
The findings from our brand workshop informed us that Firemac’s clients are loyal to them largely due to the excellent level of support the team offers. To reflect this, we created a ‘Support’ section within the top level nav item, with a modular CTA section on the homepage pointing users in this direction. This new FAQ section reflects their brand personality – ‘Supportive’, ‘Trustworthy’ and ‘Informative’ by being helpful to their customers, providing easy-to-find information.
To provide evidence of the team’s extensive experience, a Case Study section was created, giving prospective clients confidence in their decision to work with Firemac. In addition, the ‘Testing’ section provides visitors with up-to-date information on the products’ credentials. We made it super simple for clients to download technical documents, streamlining the process for the internal technical support team, and giving existing clients easy access.
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