I was recruited in early 2012 to assist with the rapid rebranding program for the Building & Engineering Services Association (B&ES).

The well-known trade association was rebranding from the Heating & Ventilating Contractor's Association (HVCA), which was already well-known within the sector. The rebranding of the trade association posed the question of how to make sure that the message reaches all its intended recipients, and ensure it is heard by contractors and clients alike as well as to the single 'man in a van' member.

The aim of the rebranding was to better reflect the activities of existing members within building services and to broaden the home for building services contractors who wanted to take advantage of membership, be it for training, accreditation or legal services.

An important underlying factor that was held through the rebrand was the intention to support and retain existing members and to collaborate and consult with as many members as possible.

The rebranding involved a great deal of high-level brand awareness and market share analysis together with a range of additional influencers, such as the importance of colour and its use in the corporate message.

Using a team of external marketers to assist with the process, the rebranding went live on 1 March 2012. This included everything from newly produced letterheads, rebranded stationery, commissioning publicity material for the trade press and creating new merchandising, to a launch party and the distribution of new 'B&ES' van stickers to all members.

I was also heavily involved in the relaunch of the website under the new branding which was integral to the success of the brand awareness campaign and gave multiple opportunities to improve the website with some light re-design touches and new initiatives seemlessly placed into the new-look site. The website launch involved a great deal of troubleshooting and user acceptance testing in order to ensure a smooth transition when the organisation's name changed overnight.