FELCO
Giving a growing electrical business a name of its own
OUR WORK > FELCO
Business naming, brand identity, website design and rollout
Finish Electrical had grown considerably since Aaron Cash first started the business.
What began as a sole trader operation had become an established team delivering commercial electrical maintenance, testing, installations and reactive repairs.
But the name and identity no longer reflected the scale, expertise or direction of the company.
We helped Aaron take a step back, choose a stronger name and build a distinctive new brand around it.
The result was FELCO: a confident, professional identity brought to life across the website, vehicles, premises, workwear and everyday business materials.
The project at a glance
Client: FELCO, formerly Finish Electrical
Sector: Commercial electrical services
Support: Business naming, brand identity, website design, vehicle graphics, signage, workwear and marketing materials
Goal: Create a distinctive brand that reflected the company’s growth, professionalism and commercial direction
A growing business ready for a new identity
When Aaron first came to us, his business was operating as Finish Electrical.
The company had grown, its reputation was developing and Aaron had clear ambitions for the future, but the existing identity no longer reflected the scale or professionalism of the business.
It was also becoming increasingly difficult to stand out.
Electrical companies often rely on similar names and familiar visual ideas, meaning businesses can easily blend into the background regardless of the quality of their work.
Aaron wanted something more distinctive.
He needed a name and brand that would feel credible and established, work across a growing team and vehicle fleet, and remain relevant as the business continued to develop.
Finding a name the business could grow into
Aaron had already started considering possible names before coming to us.
We began with a business naming workshop, reviewing his shortlist, exploring alternative ideas and considering how each option would work in the real world.
A good name needed to be memorable, easy to use and capable of representing more than the business as it existed at that moment.
We tested the options against Aaron’s values, target market and plans for the future.
His original favourite, Felco, remained a strong contender throughout the process. After careful consideration, it became clear that it was the right choice.
The name felt concise, distinctive and professional, giving the business an identity it could genuinely make its own.
With the name agreed, we could begin building the brand around it.
Breaking away from electrical industry clichés
Aaron was very clear about what he didn’t want.
There were to be no lightning bolts, plugs or lightbulbs. The identity needed to move beyond the predictable imagery often associated with electrical businesses.
We created a bold and contemporary logo that gave Felco a strong presence without relying on those familiar visual shortcuts.
The wider colour palette and supporting design elements brought energy and confidence to the identity while retaining the professionalism customers expected.
The result felt established and trustworthy, but also fresh enough to distinguish Felco from its competitors.
Most importantly, it gave Aaron a brand that reflected the quality and ambition behind the business rather than simply illustrating the service it provided.
Building a website around trust and expertise
The website needed to introduce the new name while reassuring existing and potential customers that the experience and expertise behind the business remained firmly in place.
We created a clear and professional website that showcased Felco’s services, team and approach.
Straightforward navigation helped customers find the information they needed, while the new identity gave the website a confident and consistent visual style.
The site provided Felco with a professional online home that could support marketing activity, demonstrate credibility and give potential customers a clearer picture of the business behind the brand.
It also created a strong digital foundation that could continue developing alongside the company.
Putting the new brand to work
A new identity only begins to build recognition when people see it consistently.
We rolled the Felco brand out across the company’s vehicle fleet, turning each van into a highly visible advertisement for the business.
Exterior and interior signage brought the new identity into the premises, while branded workwear ensured the team represented Felco consistently on every job.
We also created social media headers, business cards, letterheads and wider marketing materials, including a branded photography backdrop.
Every element had a practical purpose, but together they made Felco feel like one joined-up and established business.
Whether someone saw a van on the road, visited the website, encountered the team on-site or received a document, they experienced the same distinctive brand.
What changed
A name with room for the future
Moving from Finish Electrical to Felco gave the business a more distinctive and ownable identity that could support its long-term ambitions.
A brand that broke with convention
The new logo and visual style helped Felco stand apart without relying on the lightning bolts and lightbulbs commonly seen across the electrical industry.
One recognisable presence
The website, vans, signage, workwear, social media and stationery began working together as part of one professional and consistent brand.
From a name on a shortlist to a complete business identity
Felco now has a fully realised brand that reflects Aaron’s vision for the company.
The new name gave the business an identity it could confidently build upon, while the logo and visual style created a distinctive presence in a competitive market.
The website provided a professional platform for showcasing Felco’s services and expertise, and the wider rollout ensured the brand became visible across every part of the customer experience.
From branded vans travelling around the area to the workwear worn by the team, Felco now looks as professional and established as the business behind it.
What began with a conversation about a name became the transformation of an entire business identity.
“They clearly understood my goals for the rebrand and executed everything seamlessly.”
Aaron Cash, Felco
Has your business outgrown its original identity?
The name and branding that worked when your business began may not reflect the team, expertise or direction you have today.
Changing an established identity can feel daunting, but the right process gives you the clarity to make confident decisions and create a brand that supports what comes next.
If your business has evolved but your name, branding or website has been left behind, let’s talk it through.
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Tell us what’s happening, what you’d like to improve or what you’re trying to achieve.
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