Project Description

Client: BFRC (British Fenestration Rating Council)

The BFRC was established to provide an impartial standard for comparing the energy efficiency of windows and doors. To unlock future growth, they needed to re-ignite interest in energy ratings while expanding the scope of the BFRC brand to stand for broader performance ratings.

The task: CMDi was asked to re-establish the performance rating authority of the BRFC for windows and doors in the eyes of manufacturers, installers and homeowners.

The solution: CMDi repositioned the BFRC from a passive to an active role that engages in advising the whole industry about how to use its rating system to improve the performance of windows and doors – and how to leverage this performance advantage.

CMDi’s Brand Builder programme was used to ensure this brand repositioning was based on robust research with key stakeholders, and a three-year strategy developed to move the BFRC to the next level.

A new powerful brand look together with the strapline ‘Proven Performance’ was launched, providing the fenestration supply chain with strong benefits for using BFRC ratings to advise homeowners on the best-performing products for their needs. The brand programme lays the foundation for future growth in the sector, as well as giving installers reasons and support to take the message about product energy performance to homeowners.

Confirm the BFRC as the market leaders for window and door energy efficiency performance ratings among manufacturers, installers, and homeowners.
Full Brand Builder programme • Brand and competitor review • Communication review • Repositioning strategy • Brand tagline • Brand manifesto • Refreshed brand logo • Adcepts for installers, manufactures and homeowners • Website update in partnership with Borough IT • Relaunch channel plan for 2019 • 3-year plan
The company recently relaunched at their fabricators’ forum and will see the results of their re-launch programme impacting from 2019 onwards.

View the new BFRC website here >

Play the Homeowner video

The CMDi team quickly grasped the complexities of this challenge and were able to deliver a comprehensive repositioning solution that helped us strengthen the brand, by simplifying our message. We now have a strong platform for growth, with clear benefit-driven communications, helping us deepen relationships across the supply chain and to homeowners as well.

Anda Gregory, Managing Director, Commercial

In the past BFRC grew due to changes in building regulations, but there have been no recent changes in legislation governing thermal efficiency, so we had to find a new way to reignite interest. CMDi have provided us with an elegant, powerful new brand positioning and supporting communications that will help us unlock growth potential.

Lis Clarke, Operations Director, BFRC

view more work