How Fireworx helped BW to Optimise their Marketing


BW: Workplace Experts was founded in 1999 by a couple of innovation-minded individuals determined to shake up the office fit out sector. Their determination to do things differently is still what drives them almost twenty years later.

Today, 250 people, who all share an intense curiosity to do things different, make up a fiercely independent BW. And that is reflected in a business with a turnover in excess of £200m.

BW approached Fireworx for our disruptive thinking in helping them imagine a new creative identity for the brand positioning, reflecting their focus of always pushing boundaries.

BW Colour Changes
BW Logo Black and White Background
BW Tablet website homepage view


We started by researching sectors from other industries taking inspiration from the way leading; tech, digital and creative focused businesses communicated their propositions.

The brand comms had served them well to this point but was felt to be too corporate using a more muted colour pallet of blues, greys and whites. Taking the website as a catalyst for the brand positioning, we looked at bringing to life the individual passion and personality that was central to the BW: Workplace Experts success story.

Using the ‘Built With…’ foundations already previously established we focused on bringing the passion, vibrancy and personality of the individuals to be front and centre. Using a non-linear design approach to the creative, we infused a rich and vibrant colour pallet with imagery that brought to life the characters of the people who make up BW as well as the details of the work place moments people enjoy day in day out that they help to create.

Mixed with a 3 dimensional ‘layered’ design approach and introducing a dynamic handwritten typeface juxtaposed with the classic structure of Helvetica, the design is both dynamic and innovative while still being grounded and structured.

From these foundations we are working on a consistent approach to the brand communications through each touchpoint inclusive of; social media, printed literature, email and digital marketing.

BW website home and team page

“Working with world class brands and a need to protect our reputation I was always confident Fireworx could deliver the results we needed.

I’m really pleased with the results, the new website is both technically well put together but also really impactful, I love how our team have been brought to life in such colour, and the brochure and brands comms all look fantastic, overall it’s all been so well received by both the business as a whole and clients alike.”

Leanne​ Baird
Head of Marketing