Fahlgren Mortine Rebrand
Fahlgren Mortine’s 2020 brand refresh was as much a shift internally as it was externally. After years of acquisitions, expansions and growth - the brand was overdue for an identity that felt right.
Client / Year
Fahlgren Mortine / 2020
Role
Senior Brand & Digital Designer
Services
• Brand Identity Design
• Promotional Design
• Website Design
• Email Template Design
• Social Template Design
• Iconography Library Design
Notes
Created at Fahlgren Mortine
CD / Jess Young
UX Lead / Steve Parker
01 Strategy
The refresh at its core is a simplification of the visual elements Fahlgren has become known for but uses the elements in a more intentional manner. The color scheme was simplified from nine shades to four main swatches, the fonts were updated to reflect a more modern but professional aesthetic and the website was completely re-wired and re-designed.
A consistent arch graphic ties together print, digital and web pieces as it too is a simplified visual piece pulled from the new logo. When grouped together, the individual arch pieces form an aperture to reflect the agency’s ability to view problems, tactics and work in a different light compared to others in the industry.
02 Branding
The Fahlgren Mortine logo is clean and modern, with a focus on simplicity and versatility. It’s designed to work across digital and print mediums, ensuring brand consistency. A sophisticated mix of deep blues and grounding dark brown/charcoal paired with vibrant accent colors like orange and red symbolize trust, creativity and adaptability.
With a sleek but expanded wide sans-serif font as the primary typeface, the brand conveys clarity and professionalism while the secondary rounded serif helps add warmth and personality.
03 Web / Digital Applications
While designing the site’s hiring, application and blog experiences as well as company email template, I leveraged the brand’s arch graphic intentionally throughout header components. This allowed the brand identity to consistently flow throughout print and digital placements while retaining a clean and user friendly modular aesthetic to the rest of the pages.
The icons within the icon library were all custom made by myself to be used across print, social and digital platforms and represented ideas across company offerings, departments, benefits and scope of work.
