Brand Refresh

insight

fluidconcepts is an innovative designer and manufacturer of flexible office workstations and furnishings. Despite being on the leading edge of design trends for office workspaces, current marketing materials did not reflect their contemporary style. fluidconcepts needed new marketing collateral that would appeal to its target market: designers, architects, sales reps and dealers.

what we did

After qualitative research with internal and external stakeholders, circus focused on creating new visual and messaging elements of the brand identity: colour, logo, tagline and copy points.

A new logo with a stylized “F” knocked out of a square became the new visual asset of the brand, giving the customer a single, simple, and memorable symbol for fluidconcepts.

A critical part of the brand strategy was the new tagline, “FLEXIBLE WORKSPACES,” which differentiates the company’s products as flexible in terms of their design, materials, and finishes – extremely important for the end user.