True has created the name and identity for Be, otherwise known as Collaborating for the Built Environment, a professional membership organisation that aims to raise best practice in the property and construction industries.
The consultancy also created stationery and website guides in addition to its brand identity work, in a project believed to be worth a five-figure sum to the group.
Formed from the merger of the Design Build Foundation and the Reading Construction Forum, Be will address the ‘fragmentation’ of the building supply chain and foster more integrated working between property designers, builders and clients, according to chief executive Don Ward.
True was briefed to create a brand that would differentiate the organisation from the traditional industry bodies, which Ward estimates number around 1200.
‘The name had to convey what we stand for, which is independent and creative,’ he explains. ‘[We stipulated] no words like construction or institution and no acronyms. Be was actually derived from Built Environment, but it captures our state of mind.’
True designer Nick Simmons adds, ‘The name is specifically non-institutional. Built environment has been a generic in the construction industry for a long time, but the step is making it into a verb. It’s gives [the client] a handle, it’s a distinguishing feature.’
Be, which is chaired by Building Design Partnership director Richard Saxon, has around 100 members at present, but plans to grow to 150 within two years. Promoting a ‘change agenda’ within the industry, it is a ‘do-tank’ as opposed to a think-tank, Ward maintains.
True was appointed in July without a pitch on the strength of previous work carried out for the Design Build Foundation.