FMI – Brand Identity

FMI is a diverse, people-centred business offering a range of services to the FMCG consumer market. Specialising in areas of field management, brand management, distribution and contact centre services across multiple sectors including F&B, utilities, telco and public, they wear the mantle of the brands they represent when conducting work on their behalf.

Collaborating closely with their in-house team and following in-depth research and interviews both internally and externally, the challenge for us was to capitalise on and communicate its biggest source of value; the unique symbiotic relationship it has with its clients and the trust that they in turn put into the hands of FMI.

We developed a narrative which helped to convey this partnership approach and the importance FMI place on the relationships they build with their clients. We get it became the FMI mantra, highlighted in bright fluoro yellow, a nod to the visual aesthetics of a high performing field sales environment.

To bring a sense of charm to the overall brand identity, we commissioned Spanish illustrator Miguel Porlan to create a set of illustrations to help explain and differentiate each of its service offerings in a visually captivating and humorous manner.

Imagery is customised using the FMI logo frame to focus in on specific tasks while keeping it distinctively part of the visual brand language.

The full scope of works included brand language, art direction, web design and social media campaigns to help promote their remarkable business and the people involved who make it all happen.