FED REBRAND

Strategic repositioning and visual identity system for growth-stage digital agency

PROJECT OVERVIEW

ROLE: Creative Strategist & Brand Designer

TIMELINE: 3 months (January - March 2025)

CLIENT: Future Edge Developments

INDUSTRY: Digital Marketing & Automation

Future Edge Developments needed to establish credibility and visual cohesion as they transitioned from startup to growth stage, requiring strategic repositioning and a systematic brand identity.

THE CHALLENGE

Future Edge Developments was at an inflection point. After their initial startup phase, they were ready to pursue enterprise clients and scale their automation and CRM services. But their existing brand identity lacked strategic positioning and systematic application. The challenge wasn't just visual—it was strategic. They needed a brand that communicated "systematic innovation" and "future-forward solutions" while maintaining approachability for small-to-medium businesses. The identity also needed to work across diverse touchpoints: website, social media, client presentations, and marketing materials. Additionally, there were no established brand guidelines, leading to inconsistent application across the company's growing output. Without a systematic approach, maintaining brand coherence at scale would be impossible.

BEFORE

AFTER

MY APPROACH

STRATEGY

Conducted stakeholder workshops with leadership to align on business positioning and target audience
Analyzed competitive landscape in automation/web development space to identify differentiation opportunities
Developed positioning around "systematic innovation" and "future-forward solutions" that balanced technical capability with accessibility
Created dual-brand strategy: "FED" as modern, efficient shorthand with "Future Edge Developments" for formal contexts

EXECUTION

Designed a flexible logo system built around three core assets:
- LETTERMARK — A custom "FED" monogram featuring circuit-node connectors, visually reinforcing the company's focus on systems and automation
- BADGE LOGO — A seal-style mark for formal applications, combining the lettermark with the full company name and establishment date for credibility
- WORDMARK — A custom typographic treatment of "Future Edge Developments" with integrated circuit elements and a gear motif, emphasizing technical innovation
Developed color palette anchored in vibrant green gradients against a black and white foundation—balancing energy and forward momentum with professional stability
Created comprehensive brand guidelines covering:
- Logo usage, clear space, and minimum sizing
- Typography system (primary and secondary fonts)
- Color applications and pairings
- Pattern system for visual interest
- Photography style and treatment
Built design system with reusable components for efficient, consistent execution across all materials
Produced initial brand applications including social media templates, presentation framework, and marketing materials

THE DEVELOPMENT OF THE BADGE

From sketch to final logo.

Scroll to see full rebrand

THE OUTCOME

The rebrand established a cohesive visual identity that positioned FED for growth while creating systematic processes for consistent application.

COHESIVE BRAND ACROSS ALL TOUCHPOINTS

Systematic processes reducing revision cycles by 30%

The dual-logo system provides flexibility—the badge works for professional contexts while the dynamic wordmark appeals to innovative, forward-thinking clients. Comprehensive brand guidelines ensure anyone on the team can apply the identity correctly, maintaining consistency as the company scales.

The strategic positioning of "systematic innovation" now permeates all company communications, differentiating FED in a crowded market of generic web development agencies.

WHAT THIS DEMONSTRATES

Complete strategic rebrand from positioning through execution
Systematic thinking (guidelines, frameworks, reusable systems)
Balance of business strategy with creative execution
Ability to establish scalable brand infrastructure

COMPLETE BRAND IDENTITY SYSTEM

LOGO SYSTEMS SHOWING FLEXIBILITY

WORDMARK

MARKETING COLATERAL

showcasing brand applications

SOCIAL MEDIA CAMPAIGN

12 days of FED-Mas

See More Social Media Design

ADDITIONAL APPLICATIONS

Brand touchpoint applications - Staff Apparel

PROJECT DETAILS

MY ROLE

Creative Strategist & Brand Designer

TIMELINE

3 months (January - March 2025)

COLLABORATORS

Eric Sullivan (CEO Future Edge Developments)

Development Team (implementation support)

SKILLS APPLIED

Brand Strategy • Strategic Positioning • Visual Identity Design • Logo Design • Typography • Color Theory • Design Systems • Brand Guidelines • Art Direction • Client Communication • Stakeholder Management