21st November 2019

New work: re-branding the Chartered Association of Building Engineers (CABE)

We’re delighted to launch our re-brand for the Chartered Association of Building Engineers (CABE). Improving relevance and increasing appeal for the only membership organisation that spans the full life cycle of the built environment.

As a membership association in the sector, CABE faced many challenges – a fragmented industry with more disciplines and institutions than ever before, relatively new official building engineering qualifications and an ageing membership demographic where a declining cohort considered CABE membership secondary to other, larger and more established organisations.

rbl were commissioned by CABE to conduct a full strategic brand review, with the objective of modernising the organisation’s brand with a sharper, more engaging articulation of its vision, mission, values and identity. In turn, increasing confidence and pride internally, raising the association’s profile externally and appealing to a new generation.



We conducted a comprehensive consultation of interviews with internal and external stakeholders, to really understand the organisation and its diverse range of customers. The evaluation identified the essential priorities needed to reinvigorate and reposition the brand to support the longer-term business strategy.



We developed a brand platform with key messages to help position CABE as the essential collaborator in the professional construction sector, with an inspiring vision and a more compelling way to describe their unique offer that sets them apart in a crowded market. The essence of constructive collaboration provided the seed for a bold new look and feel.



An important part of CABE’s visual identity is centered around graphic elements inspired by collaboration, to represent members connecting, building on each other’s skills and experiences to drive progress and define a better built environment. Collaboration lines that demonstrate CABE’s unique position and ability to shape the built environment; a life cycle container inspired by the collaborative composition of the logo; and impact marks to pull out key content.



It’s a radical transformation that has truly modernised an outdated organisation into a confident, modern association able to clearly communicate the benefits of membership, and reinforce its seat at the industry table.

You can see the full case study here.

If you have a specific brand, marketing or communications challenge then we would love to discuss it with you.

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    Liam Churchard

    Senior Designer

    Our versatile senior creative with multi-channel experience, including helping to develop the brands for the Birmingham Commonwealth Games and Motorsport UK, and developing campaigns for the University of Warwick and Innovate UK.

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