We were required to keep the existing logo, but were able to change the color palette, fonts, and the overall look and feel of FM. Our goal was to feature content creator photography and we introduced a diagonal shape to contain content. The diagonal line has come to represent the forward momentum and future of FM and it’s creators. We chose Sentinel as our headline font – an eye-catching slab serif with a very large family – and Whitney for body copy. Whitney elegantly complements Sentinel and has great legibility for print and web.
After establishing the brand guidelines, we set out to create and refresh all company identity collateral including the company website, brand guidelines, sales presentations, case studies, one sheets, business cards, email signatures, powerpoint templates, leave behinds, print ads, office signage, event invitations as well as any other event materials needed such as banners, signage, and other external presentations.
