Fabric Architecture are a Warwick-based firm that specialises in the design, manufacture, build, installation and maintenance of tensile fabric structures that are creative, functional and sustainable. Their ambitious fresh thinking approach drives them to reimagine how tensile fabric can be utilised to deliver the best structure for each project. Exploring different ways to use innovative and high-quality fabrics leads to finding unexpected solutions to problems for their clients across many sectors.

We’ve been collaborating with Fabric Architecture since 2021 to support their marketing strategy, aligning it with their overall business goals and a newly defined set of company values. So, when it was time to explore a fresh direction for their brand, we were in a strong position to propose a new strategy and approach the project from a unique angle.

Drawing inspiration from the distinctive shapes of their custom sun shades, we crafted a bold new identity that captures their status as a leading provider of premium tensile fabric structures. We then facilitated a workshop with the client to reposition their products and services as sub-brands under the main architecture brand. This process included developing new names to complement the primary ‘fabric’ wordmark. This flexible approach allows the sub-brands to either be used alongside the parent brand or stand alone with their own unique identities in marketing materials and online.

To unveil the new direction, we created a smooth animation that transitions from the old logo to the refreshed brand identity.

Next, we developed a new brand proposition statement that encapsulates Fabric Architecture’s mission of “creating innovative, expert, and sustainable tensile structures.” We were able to build on elements already present in their marketing plan, providing a solid foundation for crafting messaging that aligned with the new brand direction.

To make the rollout smooth across all touchpoints, we created both ‘long form’ and ‘short form’ versions of the statement. Streamlining their product categories through the new sub-brands helped structure the proposition, making it easier for audiences to navigate their products and services.

We then designed a refreshed visual identity to be applied across a variety of marketing materials, including brochures, websites, tender templates, case studies, product specification sheets, presentations, exhibition stands, and stationery. All of this was compiled into a comprehensive brand manual, which serves as the roadmap for the brand’s future development.

To mark the official launch of the brand, we developed new exhibition graphics and a launch animation for the Holiday Park & Resort Innovations Show. The video highlighted the new brand, culminating in footage of the King’s Bastion Leisure Centre in Gibraltar. It then shifted focus to the new sub-brands, showcasing the Fabric Signature, Fabric Bespoke, and Fabric Corradi ranges, as well as the Fabric Maintain service.

Next, we focused on building a new WordPress website to serve as the main platform for Fabric Architecture to showcase their project portfolio. The design was crafted to align with the new visual identity of the brand, incorporating color-coded sections for each sub-brand. We made sure the project imagery took centre stage, using subtle visual elements to complement the photos without overwhelming them. Bold, eye-catching headers were designed with images that take up 50% of the screen space on desktop, while on tablet and mobile, the image stacked neatly beneath the header.

We also worked with SEO copywriters to optimise the existing content, giving it the best chance to rank for the target keywords identified during our research. The goal was to guide users not just to the homepage but to specific landing pages tailored to their search queries.

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We’re currently partnering with the team to oversee their organic social media presence, ensuring a consistent and engaging brand voice across platforms. In addition, we’re managing their paid search campaigns, including Performance Max campaigns, to drive targeted traffic and maximize their ROI. As part of our ongoing efforts, we will also be implementing a comprehensive SEO strategy. This will involve continuous analysis and optimisation to improve their online visibility, focusing on key areas that align with the objectives set in their current marketing strategy. Our goal is to track progress, adjust tactics as needed, and ultimately increase their organic reach to meet the growth targets outlined in their plan.

"DWH have been an incredible support to the business since we began working with them. They understood the vision I wanted to create for the business and have been able to support and advise me on the best course of action to take in all aspects of our print and digital presence. No task is to big or small for them and the whole team dedicated to achieving results."

Aoife Brennan, Business Manager, Fabric Architecture