A fragmented business
UK-based provider of construction, M&E, and life-safety systems, EFT had the ambition of doubling its turnover within two years. Yet, its brand identity was fragmented and inconsistent, with multiple sub-brands diluting its market presence. Its visual elements and messaging didn't convey its cutting-edge approach or the breadth of its offerings, making it a challenge to stand out in a competitive market.
One name
A key truth emerged during the sprint process – when staff signed in at a project site, they didn't use their divisional titles; they simply signed in as EFT.
What if the group dropped its sub-brands entirely and leaned into being one team? By consolidating into a single identity, the business could stop focusing on segments and start demonstrating its collective impact.
Transforming spaces
The new EFT Group brand replaced a cluttered brand architecture with a straight-line direction for the company. The new identity moved away from its previous contractor look towards a professional, PLC-standard aesthetic. By centering the brand on a clear vision – transforming spaces and protecting lives – the business gave its 200+ employees a single identity they could finally get behind.
A unified brand with weight
Launched via a total business shutdown and takeover of St Helens Stadium, the rebrand fundamentally changed how EFT operates.
The leadership team has moved from protecting silos to driving a collective growth strategy. And clients now see EFT as a potential partner for the desired £100m contracts, with the new identity providing the professional gravitas needed to win them.
