New Branding for Avenir Bâtiment
The Fédération des Métiers du Bâtiment (FMB, an association of construction professionals) wished to present and promote the professions in the construction industry to students from the area. The FMB asked Enigma Branding & Strategy to develop a creative concept for their communication, as well as for the Cité des Métiers 2015, a fair that presents various careers.
Ambition
The main challenge in choosing a creative concept had to do with the diversity of the potential targets. The main objective was to come up with a single identity for over 100 professional associations representing 23 distinct professions. This concept had to meet the following goals: encourage young people to choose a professional career in construction; promote professions in the construction industry; position these professions as dynamic and innovative careers that contribute to the economic development of the Geneva area.
Action
Enigma developed a concept that includes all 23 professions under one entity: Avenir Bâtiment. The corporate identity refers to the construction world, and includes the notions of dynamism, evolution, and structure. This identity highlights the values of this particular industry, the diversity of the professional organization, and the specificity of each of them.
A website was developed (www.avenir-batiment.ch), as well as goodies, flyers, and posters.
The professions in the construction industry are represented during the Cité des Métiers, a fair that presents various careers. Their booth was built around the same branding concept. It highlights each profession precisely with demos for students, while integrating all careers within an industry that is easily recognizable.
