FCX PERFORMANCE REBRANDING
A nationally known process flow control company that provides technical expertise, products, and services to a wide range of industries and markets.
Brand Identity
Digital Marketing
Logo Design
This strategic transformation is not merely a visual update but a deliberate effort to align with contemporary trends, emphasize flexibility, and establish a distinct presence in the industrial manufacturing market.
Logo
As the graphic design lead, I collaborated with a trusted partner to develop a new logo, merging my company insight with their branding expertise. I supplied historical company data, logo significance, competitor analysis research, and comments provided by the leadership team.
Together, we crafted a sleek logo featuring interconnecting lines resembling pipes, signifying precision and efficiency. Vibrant red and orange hues portray energy, reflecting the company's pursuit of excellence. Our bold, vibrant logo captures the essence of the company—a forward-thinking industrial leader, driven by passion and powered by energy.
Subsidiary Company Logos
Adoption of a master brand/sub brand hierarchy structure
Color Palette
Red and orange are both vibrant and energetic colors, each resembling power and energy. The pair is balanced with a deep navy blue which offers a sense of intelligence, trustworthiness, and stability.
Combining these colors reflects a dynamic blend of innovation, progress, and knowledge—capturing the essence of FCX Performance.
Design Elements
The proposed graphic elements draw inspiration from the concepts of energy, motion, and power. Before the rebranding effort, there was no structured library of visual components such as textures, image standards, icons, and others. This created a notable lack of uniform design among company materials.
In addition to the graphics, there were no established standards for photography. This resulted in the use of outdated, low-quality images, and a dependence on stock photography. To enhance the visual appeal in situations where literal imagery was unavailable, the brand was in need of non-literal elements to help portray certain concepts.
A collection of conceptual branded assets for social posts and LinkedIn banners.
Employee LinkedIn Banner
Company LinkedIn Banner
Marketing Material
Signage & Promotional Cup
Business Card
Printed Flyer
Uniform
Website
The company's digital marketing team is currently developing a robust marketing plan to implement on the website. The primary objective is to develop a clear website structure and replace all the content with relevant and engaging copy. With 27 subsidiary companies, each having its own separate website and distinct branding, we developed a plan that will allow us to consolidate all 27 sites into a single platform. This consolidation will be instrumental in resolving substantial SEO, UX/UI, and accessibility issues, providing the marketing team with countless opportunities to leverage their skills.
Since leveraging SEO strategies, organic leads on fcxperformance.com have increased by 68% between 2022 and 2023.
Original FCX Performance Website Structure
16
subsidiary companies
17
websites
16
brand identities
New FCX Performance Website Structure
16
subsidiary companies
1
website
1
brand identity
Homepage Concept
Homepage Concept
Product Page Concept
Product Page Concept
Blog Concept
Blog Concept
Subsidiary Page Concept
Subsidiary Page Concept