Case Study – Fabic – Positioning Behaviour Management

Fabic engaged Blirt! to review their brand, positioning and communication materials.

Fabic, previously known as the FABIC – Functional Assessment Behavioural & Intervention Clinic, work with people on managing challenging behaviour. They seek to assist people to overcome the behaviour. They are a group of specialised counsellors & psychologists.

Through a series of workshops, fact finding exercises and listening to feedback gathered from customers, Blirt! understood, articulated and refocussed the Fabic brand.

Our challenge was to communicate simply the work that Fabic did, whilst not confusing the market about who they were and what they do.

Brand Spirit
Blirt! brought focus to the organisation by clearly articulating the ‘big idea’ behind the business – what we call the spirit of the brand. This ‘big idea’ is ‘changing behaviour for a brighter future.’

Brand Mind
The brand spirit then set the context for articulating the thoughts and ideas they seek to hold within the market place. The thoughts and ideas of the brand , or the ‘mind’ of the brand we clearly stated and a process began to focus the business around them. These thoughts & ideas are (in brief):

• Practical Wisdom
• Refreshing Service
• Holistic
• Brighter Future

Brand Personality
The creative expression of the brand – or the brand personality, was refreshed with new colour schemes, icons, logos, fonts and style treatments.

Brand Positioning
Blirt! brought clarity in communication through positioning Fabic as the experts in the science of behaviour.

The market perceived Fabic as being experts with a very down to earth practical attitude that brought real, every day results. This was important as it distanced the brand from stuffy white coats and lifted it above the perception of simplistic counselling.

This positioning was expressed creatively as, “behaviour science for real life.”

All of this work ultimately allowed the client to answer the questions, ‘who are we?’, ‘what do we do?’ & ‘why does it matter?’  This became the foundation for greater focus and better business results.

The Creative Concepts

New Logo & Icon

Stationary

Online

Printed Collateral