Finishes & Interiors Sector (FIS)

"This brand stuff really works."

Post-merger rebrand. Driving force. Sector.

“We’re now one organisation and culturally the same.

David Frise

Chief Executive

When two trade bodies merge, you don’t get one brand automatically. FIS found that out in 2014, when AIS and FPDC, each with decades of history, first merged and the interim brand propped the two names up side by side, never quite making them one. Members felt it too. The client’s own strategy set one number to hit: 600 members. That’s more than three-quarters of the sector by turnover.

We named it FIS, for Finishes and Interiors Sector. Then we built the brand strategy, positioning, architecture, identity, tone of voice, digital, print, signage and sub-brands. One brand, made to lead a sector, not represent a trade.

Eleven years on, FIS has passed 600 members, with a combined turnover of over £12.7 billion, chairs the Industry Competence Committee for the interior super-sector, co-chairs the Passive Fire Knowledge Group. The single voice it set out to be.

 

Read more on our approach to M&A and listen to our podcast with David Frise here

 

FIS logo with bold purple block letterforms and Finishes and Interiors Sector wordmark on light background, FIS construction and built environment merger branding, by David Carroll & Co London

Two FIS technical guide brochure covers — Guide to Ceilings and Guide to Heritage Plastering — with purple FIS logo, FIS construction and built environment merger branding, by David Carroll & Co London

FIS business cards showing white front with purple logo and contact details and dark textured reverse, FIS construction and built environment merger branding, by David Carroll & Co London

FIS brand architecture showing six coloured sub-brand logos for Heritage Ceilings Scotland Flooring Academy and Plastering using FIS block letterforms, FIS construction and built environment merger branding, by David Carroll & Co London

FIS logo flexibility showing three versions — solid purple on portrait photo, outlined on white, and outlined on dark timber texture, FIS construction and built environment merger branding, by David Carroll & Co London

FIS Skills and Careers recruitment posters with close-up portrait photographs overlaid with purple FIS logo and Be a part of the UK's most dynamic sector headline, FIS construction and built environment merger branding, by David Carroll & Co London

FIS Spec magazine front page April 2015 with FIS logo and Meet Your New President headline, FIS construction and built environment merger branding, by David Carroll & Co London

FIS outlined logo overlaid on close-up architectural photograph of dark timber vertical slat cladding, FIS construction and built environment merger branding, by David Carroll & Co London

FIS recruitment social media posts on three iPhones adapting Careers and Skills poster imagery with purple FIS logo, FIS construction and built environment merger branding, by David Carroll & Co London

What we did

We led the complete rebrand following the merger of AIS and FPDC: naming the new organisation, then developing brand strategy, positioning, architecture, identity, tone of voice, digital, print, signage and sub-brands. Everything built to give FIS a clear identity and the confidence to lead its sector from day one.

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