Engineering global progressive excellence
Client
Francis Brown
Project
Francis Brown Brand Strategy and Visual Identity
Services
Sector
The Brief
Francis Brown were experiencing a change of leadership and had also conducted an independent survey with employees to identify areas to improve. They engaged Better to modernise their brand, making it ready for a more sustainable direction in engineering, with goals to improve recognition, talent attraction and retention, as well as increasing sales.
Francis Brown is a global specialist bespoke fabrication and engineering service, targeting dynamic industries seeking high-quality, customised solutions. They leverage their 120-year heritage and 100-strong team to transform intricate, large-scale projects into a simple, painless process.
The Solution
A modernised verbal and visual language that positions the brand for a progressive future. The redesigned visual identity includes a bespoke monogram that integrates the F & B initials with a sense of simplicity and forward momentum. Elsewhere, updated typography conveys modernity, structure, and clarity, while a new colour palette transitions their heritage red to a vibrant orange and contrasting teal, symbolising energy, precision, and growth.
Engineering global progressive excellence
The Brief
Francis Brown were experiencing a change of leadership and had also conducted an independent survey with employees to identify areas to improve. They engaged Better to modernise their brand, making it ready for a more sustainable direction in engineering, with goals to improve recognition, talent attraction and retention, as well as increasing sales.
Francis Brown is a global specialist bespoke fabrication and engineering service, targeting dynamic industries seeking high-quality, customised solutions. They leverage their 120-year heritage and 100-strong team to transform intricate, large-scale projects into a simple, painless process.
Francis Brown were experiencing a change of leadership and had also conducted an independent survey with employees to identify areas to improve. They engaged Better to modernise their brand, making it ready for a more sustainable direction in engineering, with goals to improve recognition, talent attraction and retention, as well as increasing sales.
A modernised verbal and visual language that positions the brand for a progressive future. The redesigned visual identity includes a bespoke monogram that integrates the F & B initials with a sense of simplicity and forward momentum. Elsewhere, updated typography conveys modernity, structure, and clarity, while a new colour palette transitions their heritage red to a vibrant orange and contrasting teal, symbolising energy, precision, and growth.
Small improvements, made over 120 years
The Supportive Engineer
Direct, clear and confidently succinct
Grit with gravitas
From their time-served knowledge to their commitment to quality, everything they say is designed to deliver confidence, safety and reassurance to partners. Their voice carries the weight of legacy but stays approachable enough to allow the modern custodians of the brand to express their visions for a brighter future.
Structured, modern and defined
Energy, precision and growth
“The brand refresh builds on our rich heritage and legacy, allowing us to guide the next generation and strive higher as both a business and individuals. We now look, feel and sound like the organisation we’ve grown into. Progressive excellence is the perfect encapsulation of that. Small continuous improvements, added together over 120 years; all those marginal gains, all those refinements in mastery have brought us to this point. And they’ll take us into the future too.”
Jamie Brown
CEO, Francis Brown
