FTB
Building on experience.
Shaping the future.
FTB has a long-standing history in the manufacture of sandwich panels and a presence that extends beyond the domestic market. The company’s growth and its international reach called for a brand capable of representing, more clearly, the true scale of the business.
THE CHALLENGE
How can you modernise a brand with a rich history without losing the value and recognition it has already built up?
The challenge lay in striking a balance between continuity and change.
The project sought to address four key needs:
• Strengthen the company’s market position;
• Align the brand identity with the current scale of the business;
• To ensure greater clarity and consistency in communication;
• Develop a brand system that can be adapted to different markets, channels and contexts.
THE TURNING POINT
Strategic direction
Before redesigning the brand identity, we worked on the brand’s foundations. We clarified its DNA, the concept and the principles that should guide the new communications. The company’s accumulated experience, production capacity and international presence played a central role in this process. The strategy enabled us to organise these attributes into a clearer proposition, capable of underpinning FTB’s reputation and reinforcing its unique selling points.
BRAND IDENTITY
An identity built to move forward
The new visual identity reflects a solid and experienced company that is, at the same time, constantly looking to the future.
We have redesigned the logo and developed a clearer, more contemporary and consistent visual identity. The deep blue reinforces the ideas of trust, rigour and stability, whilst the use of white creates contrast, legibility and a more objective visual expression.
The simplicity of the system makes it easy to apply across different scales and media, ensuring a recognisable presence across digital channels as well as in institutional, commercial and physical materials.
BRAND EXPERIENCE
A coherent visual system
The identity was developed as a system rather than as a separate set of graphic elements.
The logo, colour scheme, typography, layout and visual direction now work in harmony, creating continuity between different messages and touchpoints. This consistency enables FTB to communicate with different audiences and markets without compromising brand recognition.
The visual identity system was applied to corporate materials, marketing collateral and editorial content, providing the company with a flexible visual language designed to keep pace with the business’s development.
BRAND ACTIVATION
A clearer digital presence
The website was designed as an extension of the new brand and as a tool for presenting the company.
The structure organises the information more clearly, makes it easier to access the range of services on offer, and enables FTB to communicate its expertise, products and capabilities to clients in different markets.
Ongoing communication
The website was designed as an extension of the new brand and as a tool for presenting the company. Its structure organises the information more clearly, makes it easier to access the range of services on offer, and enables FTB to communicate its expertise, products and capabilities to clients in different markets.
A brand experience in a physical space
Attending trade fairs provides an important opportunity to engage with the market. The stand design brought the new brand identity to life in a three-dimensional space, creating an experience consistent with FTB’s positioning.
The layout of the space, the use of visual design and the presentation of the products were all designed to strengthen brand recognition, facilitate interaction with visitors and support the sales team.
The impact of transformation
The project has helped to bring FTB’s image more in line with its true corporate stature.
The brand now has a more contemporary and consistent identity, a structured digital communication strategy and a range of tools to present itself to the market. The new system establishes a common framework for the website, content, marketing materials and trade fair presence.
The result is a clearer brand, well-equipped to represent a company with experience, production capacity and international ambition.
OUR APPROACH
An integrated branding system
We have developed FTB as an integrated brand system, capable of showcasing its history, reflecting the current scale of the business and strengthening its presence in international markets.
Brand Strategy
We clarified the brand’s DNA, positioning and concept, channelling experience, capability and ambition into a shared strategic direction.
Brand Identity
We have revamped the logo and created a strong, contemporary and flexible visual identity, designed to work across different media and markets.
Brand Experience
We applied the brand identity to the website, corporate and editorial materials, photography and stand design, ensuring a consistent experience across both digital and physical touchpoints.
Brand Activation
We continued to build the brand’s presence through LinkedIn, newsletters, blogs, advertising and digital communications, strengthening its presence and connection with professional audiences.
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