An applauded, new and contemporary brand for a business taking on a new direction, with a complete set of assets, website and strategic marketing plan.
A leading Dorset-based property consultant approached Make Studio with a brief to create a fitting brand identity in order to support their premium property development offering. With thirty-five years of experience in the industry, the company had a wealth of expertise covering three distinct areas: design, planning, and commercial asset regeneration. The new direction the business was taking included the formation of the Fortitudo brand.
This new brand needed to recognise the heritage and expertise of the business whilst still providing a contemporary identity. Fortitudo were also looking for supporting marketing assets including a new website, brochure material, proposal templates and ongoing marketing material.
Recognise and inspire
Fortitudo has a long-standing, successful history of unique property development. The company has designed and developed some of Dorset’s leading, most iconic buildings ranging from music venues and retail, to commercial and residential developments. The company prides itself on its ability to unleash the potential land value of their projects whilst ensuring an end result that works in harmony with the surrounding environment and community.
Widening your horizons to change
Bringing personality to the brand
We began the brand development phase with an immersive research process following Make Studio’s Inspire, Involve and Inform methodology. Using our insight-led approach, the team studied the origins of the company name – from ‘fortitude’ meaning boldness, bravery, courage and determination. Through a focused, interview process with Fortitudo’s leadership team, it became clear that personal knowledge and personalities were key to the success of the company and needed to be showcased within the brand execution.
We also considered colour psychology when looking at the brand identity direction as, with the businesses history of contemporary and bold developments, the colour palette needed to convey this courage. During the research phase, we studied the client base and looked at their expectations of standards. The end experience, across website and print, needed to meet this premium expectation and create an emotional connection to inspire and immerse the audience.
Informed, intelligent design
The new brand identity represents the company’s bravery, expertise, heritage and contemporary character. The new multi-device, responsive website showcases the company’s current and previous project portfolio. A key feature of the site is the high standard of imagery as our photography team captured all of Fortitudo’s past development projects. The website also promotes leading property partners and incorporates a blog feature to showcase those key personalities. Central to the solution was the creation of an influencer content film series – as Make Studio developed short interview showreels of the Fortitudo leadership team for use on the website, helping to inform and involve site visitors.
Before and after CGI built by Make Studio.
Growth in partnership
The new Fortitudo brand and website was launched in 2017 and the brand has since been rolled out across all marketing collateral both on and offline. This identity has received hugely positive feedback from both industry peers and Fortitudo’s wide client base. The company continues to grow and build from strength-to-strength. Currently Fortitudo are the leading consultant on the ambitious Sandbanks FJB Hotels development. Make Studio continues to be the brand guardians of Fortitudo and deliver branding, marketing, hoarding and CGI work for their wider company group.
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