Federation of Master Builders
Growth from the ground up: Refreshing the brand that's been championing British builders since 1941.
OVERVIEW
Background
Founded during the Second World War, the Federation of Master Builders (FMB) has grown to become the UK’s largest trade association in the construction industry. Representing thousands of small and medium-sized building firms, the FMB advocates for its members, offers practical support and training, and helps raise standards across the sector. As a not-for-profit body, trust, clarity and credibility are core to its role.
The Challenge
Despite its longstanding reputation, the FMB’s brand had become visually fragmented. Over time, multiple variations of logos, marks, and sub-brands had emerged — with no consistent guidance on how or where they should be used. Internally, this lack of cohesion made communication feel disjointed. Externally, it undermined the FMB’s authority and professionalism, particularly at a time when lobbying efforts and member engagement were more important than ever.
The Work
We set out to restore clarity and confidence to the FMB’s visual identity. Working in close partnership with their internal team, we refreshed the brand system from the ground up — simplifying and refining the core elements to create a more modern, versatile look. Alongside the updated identity, we developed a comprehensive set of brand guidelines to ensure consistency across every channel, from member communications to political campaigns.
The Impact
The result is a visual identity that reflects the strength and stability of the organisation — while making it easier for internal teams and external partners to communicate with consistency. With clearer messaging and a more recognisable presence, the FMB is better equipped to support its members and champion their interests on a national stage. Building credibility, one brick at a time.
CLIENT
Federation of Master Builders
Construction trade association, UK
DISCIPLINES
Brand strategy
Visual identity
Brand guidelines
Editorial design
Exhibition design
Digital design
Print design
Solid foundations. Centred around a refined graphic system inspired by an isometric ‘blueprint’ grid, we developed a refreshed and pared-back visual identity for the Federation of Master Builders. This included a redrawn logomark, an updated colour palette, and the introduction of new graphic devices.
The resulting design system brings clarity and consistency across all touchpoints — from print and digital to event and environmental applications — and reflects the precision, professionalism and craft of the Federation’s nationwide membership. Thoughtful but understated, the identity reaffirms the trust and credibility the organisation has built over almost 80 years.
01 — Evolution
02 — Building blocks
01. The FMB logo consists of a representational symbol in the form of a house, within a hexagonal device, year establishment, as well as the wordmark. This sits within a rectangle of a deep shade of red — a nod to ‘Tudor Reds’ which were a high quality, kiln-fired sand faced brick.
02. The design system is built upon an isometric 'blueprint' grid of blocks.
03. We found a few items from the 1970's for sale online during our research stage including this FMB 1970/71 Year Book for North Western Counties Region as well as an original printing block of the logo.
04. Brand research showing a former FMB logo depicting new homes and blocks of flats in post-war Britain. The Queen and Queen Mother visiting the FMB stand at 'Building the New Britain Exhibition' at Olympia, London in 1957. Image: Federation of Master Builders / Pathe.
03 — 1970s publication with logo print block
04 — FMB logo in 1957
FMB brand guidelines. We created comprehensive brand guidelines, supported by master assets including logo packs, visual elements, and editorial templates. Designed to be practical and easy to use, the guidelines provide all the rules and tools needed for consistent, cohesive application as the refreshed identity is rolled out across print, digital, exhibition, signage, and merchandise.
Growth from the ground up: FMB Manifesto 2024. Our design for their 2024 Manifesto — printed on 100% recycled material — was launched at UK Parliament. The occasion offered an ideal platform to unveil the refreshed identity in a bold, tactile format, reinforcing the brand’s values of quality, responsibility, and craft.
Championing Local Builders, Powering National Progress. From upgrading homes to improve energy efficiency, embracing new technologies, and modern methods of construction, to delivering the housing the UK urgently needs — small builders sit at the heart of their communities. They drive local economies, employ local people, and train the next generation of skilled trades.
The refreshed design system strips back the noise to bring sharper clarity to messaging and content. Confident yet considered, it performs across print, digital, exhibition, signage, and merchandise. The result is a visual identity that feels precise, crafted, and polished — qualities that mirror the workmanship and professionalism of its members.
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ABOUT US
Aesthetic Works is an independent design studio based in Shoreditch, London. We craft brand identities, campaigns, and communications with clarity, character, and care — for ambitious brands and businesses.
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