8build
A brand of infinite possibilities for a fit out and construction firm to expand into Asian markets. 8build's 'white-glove' attitude to fit out and construction enables them to deliver enviable spaces before their clients realise there was a builder in the area. Embracing the unbound potential of what could happen in their spaces, we helped 8build’s expansion into Asian markets – showcasing that fit out and construction projects needn’t be daunting and insurmountable, but instead provide infinite possibilities.
Brand guidelines Brand strategy Copywriting Culture change Digital marketing Employer branding Photography Print collateral Tone of voice UX Visual identity Web design Web development
Built environment
APAC UK
In an industry that has struggled to shake off a reputation for misplaced risk, oblique communication, and deals done on a handshake, fit out and construction firm 8build had always taken a different path. Grounded by a common vision and strong ethics, 8build did things many of its peer group neglected in the pursuit for profit; including reinvesting in its people, setting exceptional service standards, securing physical assets, creating innovative financial structures for projects, and gaining an overseas foothold.
Despite these solid foundations, 8build’s reputation in the industry hadn’t grown at the same pace as its ambitions. While considered trustworthy and reliable by their clients, our research uncovered that the market perception was that they were small and steady, with limited awareness of the true breadth and scale of the services and projects the company delivers. In an industry awash with brash, bold brands, and confidence and bluster, 8build’s modesty was masking what made them remarkable.
Like their wide-ranging portfolio of heavy refurbishments and complete fit outs, from new builds to single area improvements, they needed to embrace what could happen in their built spaces and communicate a mindset of infinite possibilities for their clients.
To help 8build assert its position in the market, we created a new brand identity, consistent language and modernised external assets that communicate the organisation’s international status, extensive capabilities and an unrivalled commitment to service and quality. Following on from a comprehensive research phase of workshops and stakeholder interviews, our strategists began work on a new brand model, built around a new company strapline: Infinite Possibilities. Capturing the culture of an organisation that will go to any length in the pursuit of customer satisfaction and quality craftsmanship, this strapline embodies the ‘white-glove’ attitude the 8build team live and breathe.
The brand UnitedUs created has reinvigorated us as a business, and repositioned us to a level we've known we've always operated on - but have struggled to articulate externally.
Paul Norman
The potential of fit out
Armed with refreshed brand language that positions 8build as a business with remarkable integrity that exceeds expectations and takes pride and care in its work, the company needed a visual identity to match this shift. Akin to the infinity symbol, the number eight is a visual representation of continual evolution and considered restraint. Considered a lucky number in 8build’s Asian market and with uniform legibility, the symbol gave our team the freedom to create a suite of 8’s to use across their marketing. A clean, crafted and considered visual ident that gives the business the fluidity and freedom to create assets as unique as the projects they deliver — while remaining true to the core business message of Infinite Possibilities.
I don’t think we anticipated quite how much of an impact the new brand would have in helping to further streamline our work winning process. We’re a small team with a big workload so it’s been a real ‘value add’, affording us the time to be creative, push boundaries and go the extra mile.
Kayleigh Oakford
Sharing the brand work with the team has been such a joy for me personally. To see the excitement and pride it has given our team has been a particular highlight. Coming together to celebrate something of this magnitude following the hardest of years is not only incredibly rewarding, but also a learning curve in understanding how positively impactful a brand delivered with passion and personality can be.
Paul Norman
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