Igniting a new direction for a trade organisation


    The Institution of Fire Engineers (IFE) is a global professional membership body for those in the fire sector who seek to increase their knowledge, professional recognition and understanding of fire through a global discourse.

    With a rich heritage spanning more than a century, the IFE is instrumental in shaping a future world that is safer from fire. It delivers more than 6000 exams every year through its well-established system of membership grades and qualifications.


    The IFE was founded in 1918 and is therefore steeped in history. Despite this rich heritage, it had reached a point where the existing branding and marketing was struggling to keep pace with its rate of growth and success. The branding was no longer reflecting the diversity of its members and the significant changes taking place in the sector, which had been accelerated by  issues such as the Grenfell disaster and climate change.

    Our brief was simple: to make the IFE fit for the 21st century and beyond.


    We carried out an in-depth project over nine months to completely reposition and rebrand the IFE across its international audiences.

    This began with extensive scoping of the brand and its marketing requirements, including research and analysis of the market and its competitors. We consulted with global stakeholders such as board members, project teams, special interest groups, international branches and the IFE membership base.

    We created a new brand strategy, complete with revised mission, vision and positioning, which was tested through internal and external focus groups.

    The IFE also wanted the knowledge and tools to be able to successfully and confidently apply the brand globally, using in-house resources. We provided full PR, social and copywriting training to ensure this could be achieved.

    This was supported by robust toolkits and branding guidelines to accompany the new marketing templates for applications such as brochures, exhibition stands, stationery, newsletters, emails and more.


    While still in its infancy, feedback from the initial launch said the new branding portrays the IFE as a more dynamic, inclusive, diverse, international and outward looking organisation, without losing its core competencies and heritage.

    Stakeholders say it will bring cohesion, consistency and pride, with a vision for the future that defines the IFE’s culture and supportive partnerships.

    A clear vision for the future

    Increased global brand awareness

    Enhanced toolkits for global application


    We store and/or access information on a device, such as cookies and process personal data, such as unique identifiers and standard information sent by a device for personalised ads and content, ad and content measurement, and audience insights, as well as to develop and improve products.

    With your permission we and our partners may use precise geolocation data and identification through device scanning. You may click to consent to our and our partners’ processing as described above. Alternatively you may access more detailed information and change your preferences before consenting or to refuse consenting. Please note that some processing of your personal data may not require your consent, but you have a right to object to such processing. Your preferences will apply to this website only. You can change your preferences at any time by returning to this site or visit our privacy policy