Flecsable – Trainingsdesign for the IT Industry a Brand Case Study
Brand Case Study Start Up Flecsable
This is the Brand Case Study of the Start Up Company Flecsable. The founding couple had the idea to bundle their 25 years of industry experience in the area of software product training and management / team development in one company. The new service company, called Flecsable, sees its main field of activity in the transfer and processing of knowledge regarding to software products that require explanation.
Task
Brand identity, launch of the visual corporate design and creating of the user-friendly content management website of Flecsable.
Strategy
Brand Identity, Branding Definition, Brand Applications
Design
Art Direction, UI/UX Design, Stylescapes
Tools
AdobeXD, Photoshop, Illustrator, WordPress
Challenge & Assumption
In the eyes of the customer, their unrivalled company only needed a logo and a website to convince the German IT market of their services.
At that time there was no clear answer to central questions about positioning, target group, unique selling proposition and visual orientation. But answering these questions is the foundation of successful brand communication. It must be ensured that the uniqueness and orientation of the service are reflected in the company’s positioning in order to translate them successfully into the visual brand identity.
Goals
Flecsable needed a brand development that would bring their brand to life and make it attractive to software companies and their distribution partners.
The brand workshop then forms the basis for the visual brand identity, which is reflected in corporate design, logo, images / key visuals and website.
1. Brand Definition
Translate the clients gut feeling about the brand into words
2. Brand Visualization
Translate the definition into images to create the brand identity
3. Brand Applications
Use the identity and mirror it to other media, such as the company brand website
1. Defining the Brand – Brand Workshop
Through a series of exercises within a one-day brand strategy workshop we were able to extract and refine the most important points of the brand. Together with the two founders of flecsable, we developed the strategy for their new service and brand. In a branding session, we found out who the ideal customers are and what their challenges and goals are.
During the workshop, they were able to prioritize the needs and goals of the company and their customers. This became the basis for the brand identity (logo, business cards, etc.) and all other measures such as the website.
Positioning-Statement
Who
We help software companies and their distribution partners, …
What
… to standardize, multiply and make your software trainings more efficient …
How
… by applying our industry and training experience in proven tools, methods and our own incorporate process …
Why
… this enables the customer to conduct his own software training.
Brand-Attributes
Starting with the brand attributes and condens-ing the statements to the most important terms. (CORE-Methode)
Group the terms and reduce them to max. 3 more visual words, which are the basis for the Stylescapes / Moodboard 2.0
2. Brand Visualization
“Translating words into images“
Through our brand workshop we were able to bring some very important basics of the brand to the surface. We formulated the company’s positioning, defined the target group (personas) and condensed the brand characteristics (Attributes) and reduced them to two visual words.
These two terms formed the basis for the further procedure, the translation of the words into images.
For this process step we use stylescapes, moodboards 2.0 to show the customer different lines regarding key-visual, font, logo design, iconography, picture language and other media like web design, business cards, flyers, etc.
We decided to prepare 3 stylescapes to give the customer the widest possible spectrum to choose from. The visual line „Dynamic“ was further divided into „Young“ and „Structured“.
Stylescapes / Moodboards 2.0
* the stylescape for the „self-confident“ line was excluded by the customer.
But you can find the stylescape on my dribble or instagram account
3. Brand Applications
Together with the client, we discussed which of the stylescapes would suit the company well and, above all, which visual line would appeal to the potential target group.
It is important that the customer is completely committed to the appearance of a single stylescape and only wants to adapt a few elements from another stylescape.
Based on the client’s decision we developed logo design, icons, graphic design elements, business applications and merchandising and website. You can see some of the results here.
Logo Design
Iconography
Brand Company Website
