Case Study: Small Business Branding, Federated Solutions

Federated Solutions

At BMinc we like working with all sorts of different clients across a variety of different sectors. While projects with our bigger clients, such as Nationwide and Babcock are exciting to work on. There is a special place in our hearts for helping small businesses and start-ups market themselves.

Towards the end of 2020, we worked on a rebrand for a small business within the technology sector, Federated Solutions.


The Brief

After many years working within the UK’s research and education communities, developing digital technologies, Josh Howlett from Federated Solutions wanted to set out by himself. BMinc was recommended to Josh and he approached us to look at his brand and website. At our first meeting we gathered a good understanding of what he and his new business venture were all about. The sort of budget he had, and the timescales with which he wanted to get up and running. Federated Solutions didn’t have any website or brand in existence, so we had a blank slate to start from.

Federated Solutions Branding
Federated Solutions Branding

The Response

Initially, we worked with Josh on developing a tone of voice for his brand, and the copy for his new website. Pinning down the copy first often dictates the direction that the designers take. We find it is the quickest way to really get under the skin of a company.

Our Copy Writer, Nicky interviewed Josh to get to know him, and his vision for how he wanted his business to communicate with its customers. She created an initial draft of the copy for his website, and they worked on it together until everyone was happy.

At this stage, we shared the website copy with Carol, the Designer who worked on Josh’s website. From this, she came up with three creative approaches for the brand. These encompassed the logo, colour palette, illustration style and fonts.

As is often the case, Josh liked elements from more than one route. We took the elements he liked forwards and came to an agreement on creative, which is where the brand is now.

We like to do this creative exploration before jumping straight into designing a website, it means Josh now has the ‘tools’ for his brand, and any designer should be able to pick it up and run with it. Keeping all the Federated Solutions company comms consistent.

Once the creative approach was agreed, we designed Josh’s website. As the copy and the creative style had been pre-agreed, this was a simple process with little feedback.

For the final stage, the creative was handed over to Ash, our Developer. It is really important to us that our customers can use their technology themselves, so they don’t incur ongoing costs for small copy changes etc. We spend about as much time building the back end of the website ensuring it is extremely user friendly, as we do developing the front end. Once the site was built and signed off, we put it live.


Josh Says:

I’m thrilled with the results BMinc produced for me. I was particularly impressed by their creativity – I found it difficult to chose between the three options presented to me. In addition, they were efficient and communicated well throughout the project. Finally, I thought the cost for the project was very reasonable. I’d definitely work with the BMinc team again.

Big Mike Says:

It was great to get to know Josh and be involved in his new venture. It was important to us to spend time with Josh to understand his business proposition, his budget considerations as well as his personality. From Nicky interviewing for the tone of voice and copy, to Georgina, our Project Manager making sure that Josh was happy with the brief.

This enabled us to create a final brand that is friendly and approachable with a human feel, which can sometimes be missing within this sector. This was a lovely project to work on that utilised all the wonder of BMinc.

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