Fineline believes in building lasting relationships that begin with a solid foundation, framing their experiences with honesty and integrity and having a transparent exterior so their clients know that what they say, is what they do. Fineline’s mantra has always been “ Focus on Precision”, but the logo was not expressing these core values.

To compete within the highly competitive housing and commercial construction landscape, Fineline needed to update their existing logo as the old logo did not represent their core mantra of "Focus on Precision". When developing the new identity Impello took homage to the old icon and developed a precise, modern, unique and recognizable icon that could be used across all companies. Each subsidiary company has a unique colour signature which highlights their specific area of expertise.