Repositioning for the next generation.
Evolving a 129-year heritage brand to inspire the next generation of building services engineers.
Role: Brand Strategy | Creative Direction
Strategy
Our objective was to future-proof CIBSE’s brand—creating a digitally driven, accessible identity that resonates with both long-standing members and the next generation of professionals. While CIBSE’s heritage and reputation for excellence remain core strengths, the shifting global landscape required a brand that is purposeful, socially responsible, and inspiring to emerging audiences.
We began with a comprehensive brand audit and competitor benchmarking to assess market positioning and identify opportunities for modernisation without compromising credibility. This analysis informed a strategy to ensure CIBSE remains distinctive and competitive within the Professional Engineering Institution sector.
To secure alignment at the highest level, we convened senior leaders and project sponsors for a strategic brand workshop. This collaborative session established shared ownership of the brand’s future direction and defined clear values, positioning, and a unifying brand promise aligned with CIBSE’s long-term vision. Leadership engagement continued throughout the process to maintain strategic coherence.
Member engagement was equally critical. A survey of 190 respondents provided insights into current perceptions and validated key elements of the evolving identity, including straplines, logo refinements, and colour palette. This ensured the brand evolution was informed by stakeholder input and reinforced member trust.
The new CIBSE has a newfound confidence and energy in every word.
Deliverables
Brand strategy
A comprehensive brand strategy was developed, aligning CIBSE’s future ambitions could be reflected across the brand.
Name & brand persona
We explored rigorously whether or not CIBSE should change the name; we determined that this was not necessary. The name CIBSE has too much gravitas and value to be changed to something new. So, to ensure CIBSE feels inclusive and modern of all aspects of the built environment, we recommended dropping the use of the full descriptive name.
Value proposition
A clear and compelling value proposition was crafted to communicate the unique benefits and advantages of choosing a CIBSE membership and inspiring the next generation.
Messaging
A cohesive messaging platform was established, outlining key brand messages and narratives that resonated with target audiences.
Identity
A head-to-toe brand code was created to reflect the prestige, heritage and human qualities of the brand. This included a redesigned logo, art direction, and marketing collateral that conveyed CIBSE’s new brand personality.
Brand guidelines
Comprehensive brand guidelines were developed to ensure consistency in the brand's application across various touchpoints. These guidelines covered aspects such as logo usage, typography, colour palette, and brand voice.
Video content
Promotional videos and animated content were produced to captivate audiences and effectively communicate the brand's value proposition.
The result is a modernised identity that balances heritage with progress. The hawk—symbolising protection, authority, and future focus—was retained and refined, while the overall design was streamlined for clarity, confidence, and digital adaptability. A single, unifying strapline and compelling brand narrative now articulate CIBSE’s purpose and its role in shaping the future of the profession.
The new brand launched in January 2026, supported by a high-impact video campaign and a refreshed digital presence, signalling CIBSE’s commitment to leadership, innovation, and relevance in a rapidly changing world.
Coverage
The results
Since launch, the CIBSE brand refresh has received significant attention across highly regarded trade press and industry publications worldwide.
•100% positive sentiment across all media coverage
•Brand refresh coverage exceeded CIBSE’s usual press benchmark by 60%
•Strong global visibility, reinforcing CIBSE’s position as a modern, leading Professional Engineering Institution
