Project Description

Client: FMB (Federation of Master Builders)

Transforming perception of the brand, reversing declining membership and re-establishing a competitive edge.

The brief was to rejuvenate the FMB brand and to refresh all communications to key audiences: from attracting new recruits and reassuring members to convincing homeowners. To achieve this, CMDi needed to reinforce the significance of the FMB as the only trade body requiring builders to actually prove their quality.

CMDi modernised the branding and strapline, repositioned ‘Master Builder’ to differentiate members. Creative strategy focused around a sharpened brand positioning and manifesto: BUILD BETTER, equipping members with messages and tools to consistently present to clients the benefits of using an FMB member.

Win new members, win over homeowners, and restore faith among members.
Brand strategy, workshops, positioning and differentiation • Logo design and rebranding, including re-launch kit for members • Creative strategy and design for the transformation of all communication touchpoints
Reverse in membership decline for the first time in 15 years. Just three months post-launch there was a 47% increase in web traffic and a 39% increase in Find a Builder member views by consumers – exceeding all targets.

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Having worked with CMDi for over 5 years, they are the only agency we would entrust to deliver the biggest change to our brand in over 75 years.

Brian Berry, Chief Executive, Federation of Master Builders

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