An Overview

Formfitters is a newly formed shopfitting and carpentry company based in Cork, Ireland. They have over 20 years of experience in the industry and offer a service that is both diverse and contemporary.

We were tasked with creating a brand identity that would help this startup flourish and gain awareness in a marketplace that was already saturated. We achieved this by creating a minimal, modern brand identity that was both unique and timeless.

Our Challenge

As with most startups, they were generally unknown to the public and potential customers. They did not have a name, logo or website, and they had no online presence from which to gain awareness. The marketplace they were entering was already saturated, and on top of this, their potential customers tend to be loyal to companies they have previously worked with. This meant we needed to convince these potential customers to choose Formfitters over their competition.

Our Approach

To begin with, we conducted a discovery session—an inquisitive discussion where we gather important information about the business and the project at hand. From our findings in this session, we determined their strategy—defining things like objectives, target audience, main competitors, brand characteristics and so on.

Then, based on an agreed-upon, strategic brief, thorough identity research took place on our end. Here, we gathered insight from the various sources at our disposal, researching every touchpoint that the business would be associated with. We also researched what other companies offered as part of their services and tried to leverage that in our favour by differentiating.

Once the research was complete, idea generation began. It is after this stage we ask our clients for feedback in regards to, for example, the logo design or website. In fairness, in this project, our clients gave us a lot of creative freedom, so this led to a comfortable atmosphere throughout. Of course, they were involved in every decision we made, but ultimately they listened and trusted us when needed—and they were happy to do so—given the fact we were recommended by someone they trusted.

Our Solution

The key here was to stand out from the crowd, and given the fact that a lot of the companies in their industry have somewhat outdated logo designs and websites, our goal was to create something much cleaner and contemporary. This would set us apart.

Our solution was a minimal, modern brand identity that was clean and simple. In terms of the logo, the symbol created merges two F's and portrays a sense of structure and connection, while the typeface, Futura, has a modern feel to it, aligning with the characteristics we set out to portray. The colour scheme is energetic, friendly and consistent across all brand touchpoints, one of which being the website, which was designed to be clean and easy to use.

Our Results

Almost immediately, the business began gaining awareness. Formfitters was now seen as an established company and had a successful brand identity to help it grow. Since the project concluded, Formfitters has had a successful, healthy stream of clients, and they continue to grow to this day.

In terms of the future, we predict Formfitters will keep growing, mainly because of the quality of service they offer—but the enduring brand identity created will also play a major role—and can only help them on their journey.