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Building the infrastructure of a new brand


F&S Pipeworks were already a successful business when they approached Bonfire to reposition and rebrand the business. They had an enviable reputation in the UK construction sector based on the company’s quality, service and professionalism.

However, the brand and identity had been relatively unchanged since day one and had failed to keep pace with the expanding range of services and high levels of expertise within the company. It was time for a change.

The original business name reflected the two founding directors, Forrest and Shaw. We wanted the new brand identity to incorporate this heritage whilst also acknowledging the changes over the years. We explored options that both included this original naming convention and embraced the wider board team. A new name, Fascel, was created from the surnames of all the current directors: creating a distinctive, unique, high-impact and memorable name in the marketplace.

The rebrand and restructure of the company into four divisions (mechanical, fabrication, mechanical & electrical, managed services) has enabled the Fascel Group to respond to opportunities as the upturn in construction gathers pace. The new branding and structure positions Fascel as both a valuable total solution partner on complex high-profile projects, whilst retaining the flexibility to offer individual building service solutions.

“We now have a contemporary, more dynamic company and we’re already seeing the impact our investment with Bonfire has generated.”
Andy Carr, Managing Director, Fascel Ltd.