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Fusion21
How do you make a complex offering feel straightforward?
Fusion21 provides a range of procurement and community regeneration services for public sector members operating in the social housing, local authority, NHS, education and blue-light sectors.
Our brief
“We want to ensure our offer is clear and easy to understand for all stakeholders. With two strands to our business and an ambition to enter new markets, we need a tone of voice and a set of core messages that will appeal to audiences across the public sector and beyond.”
The main challenges were the complexity and scope of Fusion21’s services, which span two core areas – procurement and community regeneration.
Our brand positioning needed to support the business through a transitional period of expansion into new markets.
Our brief
“We want to ensure our offer is clear and easy to understand for all stakeholders. With two strands to our business and an ambition to enter new markets, we need a tone of voice and a set of core messages that will appeal to audiences across the public sector and beyond.”
The main challenges were the complexity and scope of Fusion21’s services, which span two core areas – procurement and community regeneration.
Our brand positioning needed to support the business through a transitional period of expansion into new markets.
The delivery
- An extensive research project to gain external customer and internal stakeholder insight, resulting in a new brand messaging platform that brought home Fusion21’s unique position as a procurement and community regeneration specialist with major social value credentials.
- An internal workshop brought people from across Fusion21 together to discuss strengths and weaknesses, opportunities and existing perceptions of the brand. Online surveys and interview calls gathered quantitative data on brand perception from both customers and employees.
- Analysis of these insights produced a new brand essence – “Make a real impact” – and an updated proposition: “Buy smarter. Impact your community.”
The delivery
- An extensive research project to gain external customer and internal stakeholder insight, resulting in a new brand messaging platform that brought home Fusion21’s unique position as a procurement and community regeneration specialist with major social value credentials.
- An internal workshop brought people from across Fusion21 together to discuss strengths and weaknesses, opportunities and existing perceptions of the brand. Online surveys and interview calls gathered quantitative data on brand perception from both customers and employees.
- Analysis of these insights produced a new brand essence – “Make a real impact” – and an updated proposition: “Buy smarter. Impact your community.”
- Using four detailed buyer personas – based on our data and insights – we built a new messaging platform aimed at procurement and community-regeneration audiences.
- The platform also included tone-of-voice guidelines for all future Fusion21 communications.
- The success of this project led to further collaborations with Fusion21, including an updated visual identity and fresh suite of marketing collateral.
- Using four detailed buyer personas – based on our data and insights – we built a new messaging platform aimed at procurement and community-regeneration audiences.
- The platform also included tone-of-voice guidelines for all future Fusion21 communications.
- The success of this project led to further collaborations with Fusion21, including an updated visual identity and fresh suite of marketing collateral.
Kind words and warm applause
“Upp developed and simplified our brand proposition and messaging, and created a clear brand identity that works for us and our members. We’ve been delighted with Upp’s expertise, professionalism and guidance, and we look forward to future opportunities to collaborate.”
Faye Saville, communications manager, Fusion21
Kind words and warm applause
“Upp developed and simplified our brand proposition and messaging, and created a clear brand identity that works for us and our members. We’ve been delighted with Upp’s expertise, professionalism and guidance, and we look forward to future opportunities to collaborate.”
Faye Saville, communications manager, Fusion21
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