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Anita, Creative Director, co-founder

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hello@fluostudio.pl
+48 726 220 596

Branding and rebranding for companies.

Words carry the information. Your brand does the rest.

We design brands for medium-sized and large companies, from strategy and naming to a system your team uses every day. We can step in at any point: for a new brand, for a refresh, or when the company has grown faster than its brand.

Let's talk about your brand See our work

01Approach

What goes into great branding?

Building a brand starts with understanding what you want to achieve. Who is your company, really? What ecosystem of customers, competitors and partners surrounds it? Once we understand your world, we'll bring you into ours. How can a company show what it is at a single glance, and keep doing it consistently? That's where we come in.

  1. Understanding

    You, your company, product, goals and expectations. We do our own research, but we also rely on the views and knowledge of your team.

  2. Concept

    We build an idea on our analysis and, from there, propose solutions that reflect your product and its positioning.

  3. Creation

    We put together a style that serves your business goals, whether that means a loud, catchy market entry or a more solid, self-assured presence that wins corporate clients.

  4. Design

    We build brands with precision, from the ground up, from the logotype and symbol to every detail of the style.

  5. Scaling

    With a brandbook, your team can manage the result of our work freely and apply it to every medium the company needs.

  6. Speed

    A detailed, tried and tested process lets us guarantee a brand rollout in as little as 4 weeks.

Our goal is to help you stand out in a competitive, yet often very uniform market.

02Starting point

Where is your brand today?

Every branding project starts somewhere different. Below are the seven situations companies most often bring to us, and what we do in each of them.

“We have a logo, but there's chaos around it.”

What we usually see

The logo stays, because customers know it. But every department makes materials its own way: different colours, different photos, icons from several sources. The brand looks different in a proposal, at a trade fair and on LinkedIn.

What we do

  1. We collect everything that circulates in the company today and see what works.
  2. The strong elements stay: logo, colour, typeface.
  3. We add the missing rules: icons, illustrations, photos, layouts.
  4. The whole system goes into a brandbook and templates for the team.

What you get

“We've been on the market for years. Our brand has aged.”

What we usually see

The company has a history, recognition and its customers' trust. Its communication, though, has stood still: the catalogue looks years old, and younger competitors seem more modern, even though they're no better.

What we do

  1. We check the brand's strength: what customers recognise and what they associate it with.
  2. Whatever builds recognition stays and becomes the starting point of the new system.
  3. The logo is refreshed only when it really needs it.
  4. We carry the new communication over to catalogues, the website and sales materials.

What you get

“We're launching a new brand and don't have an idea yet.”

What we usually see

There's a product, a plan and a budget. There's no name, no logo and no idea of how to talk to customers. Often the new brand is born inside a large company that takes it to a new market or a new customer group.

What we do

  1. In workshops we work out who the brand is for and how it should be different.
  2. We look for a name that fits the brand and also works abroad.
  3. We design the logo, colours, typography and first materials.
  4. We get the brand ready for launch: packaging, online shop, ads.

What you get

“Our strategy is ready. Now it needs to look the part.”

What we usually see

The board knows where the company is heading. There are values, target groups, sometimes a new logo and labels from another agency. What's missing is how all that translates into what customers see every day: posts, stands, websites and videos.

What we do

  1. We read the strategy and turn it into rules for design and content.
  2. We design a key visual that stretches across every channel.
  3. We create the first materials and test the system in practice.
  4. We carry the communication forward or hand the templates over to your team.

What you get

“We've been around for years, but never had real branding.”

What we usually see

The company grew on its product and relationships. The logo was made in a hurry long ago, every proposal looks different, and sales reps show manufacturers' leaflets instead of their own materials. The brand isn't helping sales.

What we do

  1. In workshops with the board we write down the mission, values, differentiators and tone of voice.
  2. On that basis we design a new mark and the whole system.
  3. We create materials the team uses from day one: proposals, presentations, templates.
  4. A brandbook and templates stay with the team, so it can manage on its own.

What you get

“We have several brands, and each one says something different.”

What we usually see

The group has grown with new companies, services or markets. Each brand has its own logo and its own style, and customers can't tell it's one company. Or the opposite: everything looks the same and nothing stands out.

What we do

  1. We set out the brand architecture: what's the main brand, what's a sub-brand and what's a product line.
  2. We design a shared core and rules that set the brands apart.
  3. We carry the system over to each brand's websites, locations and materials.

What you get

“Our brand is ready. We need people to run it.”

What we usually see

The brandbook sits in a folder, while new materials are needed every week: banners, posts, catalogues, stands. The marketing team can't keep up, and every new agency reads the brand its own way.

What we do

  1. We learn the brand's rules and keep to them in every piece.
  2. We take on day-to-day jobs, from a banner to a trade fair stand.
  3. We build templates and libraries that make each next job quicker.
  4. We manage the suppliers: printers, stand builders, developers.

What you get

03Strategy

What is brand strategy?

Strategy is a handful of decisions written down before anyone opens a design program: who the brand is for, what it promises, how it differs from competitors and how it speaks.

Mily Group's communication strategy fitted into 21 pages, including personas, a market map and guidelines. That was enough to give the logo, the colours and every later piece a reason, and to cut discussions about taste short.

Who is the brand for?

Who buys, who decides, who recommends. In B2B companies these are often three different people, each looking for something else.

From the project Mily Group

For Mily Group we designed the website and strategy around two personas from the workshops: two buyers, one brand.

What does it promise?

The mission and promise in one sentence that anyone can repeat without notes.

From the project Porta Drzwi

Porta came out of the workshops with the mission “Our products are the quiet heroes of your everyday life”.

How is it different?

A place on the market map that no one else occupies, and the differentiators that justify it.

From the project Mily Group

Five competing brands stood either on the side of scale or on the side of warmth. None of them combined the two. That's where we placed Mily Group.

What's its character?

The brand's personality, agreed together with a team that knows the company from the inside.

From the project

Urtica's team placed dots on five personality sliders, separately for Poland and for markets abroad.

How does it speak?

Tone of voice: how the brand writes, what it avoids and what it would never say.

From the project Zippy Tail

Zippy Tail speaks in an educational yet approachable way. Never patronising, and never with a hard sell.

What does it mean for design?

Decisions turn into rules: colour, typography, photos, tone of copy. That makes every new piece easy to judge: it either fits the brand or it doesn't.

An open Porta catalogue on a table: a spread with an interior and doors in the new brand system.

04Scale

Keeping a large brand system in check

In a large company a brand lives in hundreds of materials, across several markets, sometimes in several brands at once, and many people work with it. To keep it from coming apart at the seams, we set every system down in rules, ready-made elements and templates, and one team looks after the whole.

  • over 100 visual identities
  • over 90 projects for Grupa Dawtona
  • 5 countries in one brand system for Grupa BEST

How we keep things in order.

  1. Brandbook

    The brand's rules in one document: logo, colours, typography, photos, layouts and examples.

  2. Component library

    Ready-made brand elements in Figma, so new materials can be put together like building blocks.

  3. Templates in your tools

    Presentations, posts and proposals in Google Slides, Figma or Canva, wherever your team already works.

  4. Suppliers on our side

    Printers, stand builders, developers. We make sure the brand comes out of production exactly as it was designed.

05Areas

How we can support your brand

Branding is made up of many smaller specialisms, from workshops and naming to packaging and product animations. We've done each of them for clients, and each one shows who for.

67 areas in 9 groups

Strategy and brand foundations

Brand strategy workshops

A session with the client's team where, before any design work, we agree what the brand does, who it speaks to and what should set it apart.

We've done this for clients including NovicarePorta DrzwiPolTREGZippy Tail

More on the page: Brand workshop
Brand audit and competitor analysis

A review of the materials the company already has and of how its competitors communicate, so it's clear what to keep, what to improve and how to stand apart.

We've done this for clients including DCXirtechSeptima DesignVee

More on the page: Brand strategy
Brand positioning

Deciding which competitors the brand should be seen against and the one association it should bring to a customer's mind.

We've done this for clients including Mily GroupPetCuisineDCXZippy Tail

Personas and audiences

A description of the specific people the brand speaks to: who they are, what convinces them and how they decide to buy.

We've done this for clients including NovicarePolTREGMade in Podlasie

Brand personality and values

A few words and a short description of the brand's character, used afterwards to check every design, from colour to tone of voice.

We've done this for clients including VeeirtechSeptima Design

Communication strategy and tone of voice

Written rules on what the brand says, to whom and in what tone, so that everyone writing on its behalf sounds alike.

We've done this for clients including Zippy TailMily GroupPolTREGItrons

Brands for international markets

A brand and materials ready for selling abroad: communication in English, language versions and materials adapted to each new market.

We've done this for clients including PetCuisineMily GroupAcerPorta's 20 years in RomaniaDawtona Group

Brand name and architecture

Naming

Creating a name for a new company or brand, together with how it's written and how it will work in the logo.

We've done this for clients including WellBZippy TailItodi

More on the page: Naming
Brand architecture and sub-brand names

Working out how the main brand connects with its sub-brands, companies or services and what they're called, so that each new one fits the family straight away.

We've done this for clients including Intima ClinicItronsVeeNovicare

Brand for a group of companies

One system for several companies or brands within a group, where each keeps its own character and together they clearly belong to one business.

We've done this for clients including BEST Group

Extending a brand with a new line or sub-brand

Adding a new company, service or product line to an existing brand without rebuilding what already works.

We've done this for clients including ItronsVee

Rebranding

A new logo and identity for a company that has been around for years and has outgrown its old image.

We've done this for clients including HomeKonceptPolTREGirtechMily Group

Key visual

The main graphic motif that makes a brand recognisable even without its logo, usually chosen from two or three directions shown on moodboards.

We've done this for clients including PolTREGDCXNovicare

More on the page: Key visual
Logo guidelines and brandbook

A document with the rules for using the logo, colours, typography and the rest of the system, used by the client's team, printers and other agencies.

We've done this for clients including NovicareItodiVeeFundacja MultiSportMily GroupPorta DrzwiDCX

More on the page: Brandbook
Rolling out a new identity

Handing the brand over to the people who will use it: announcing the change, training the team, instructions and well-organised files.

We've done this for clients including irtechPolTREGHomeKonceptItronsPetCuisine

More on the page: Brand rollout

Identity elements

Brand colours

A palette where every colour has its role, often with colours that tell product categories, companies or services apart.

We've done this for clients including PetCuisineMade in PodlasieZippy TailPolTREG

WCAG-compliant colours

Choosing colours and contrast so that text stays readable for people with weaker eyesight too, checked with a contrast ratio.

We've done this for clients including BEST Group

Brand typography

Choosing typefaces and the rules for using them, along with fallback fonts for Word and PowerPoint.

We've done this for clients including RegametDCXFundacja MultiSportPolTREGSeptima Design

Patterns and graphic motifs

A repeating pattern made of brand elements that fills backgrounds, the backs of business cards, bags, covers and walls.

We've done this for clients including PolTREGPR PlasticsMily GroupIntima Clinic

Brand icons

A set of icons in one style that matches the logo, for the website, catalogue, presentations and packaging.

We've done this for clients including Porta DrzwiRegametItodiPetCuisine

Brand illustrations

The brand's own drawings that explain more complex topics or give packaging and materials their character.

We've done this for clients including Made in PodlasieZippy TailWellBPetCuisine

Brand characters (mascots)

A character or a pair of characters that appear in the brand's communication and let it speak less formally.

We've done this for clients including Fundacja MultiSport

Brand photography style

Rules on which photos suit the brand and how to edit them, so that pictures from different sources look consistent.

We've done this for clients including irtechBEST GroupMily GroupPetCuisine

Stationery and print

Business cards and letterheads

A full set of company stationery: business cards, letterheads, envelopes, folders and an email signature in one system.

We've done this for clients including RegametHomeKonceptHana DesignPR PlasticsNovicare

More on the page: Business stationery
Print finishes

Hot stamping, embossing, spot varnish, soft touch and through-dyed papers that lift the way print is perceived.

We've done this for clients including Septima DesignRegametHana DesignPolTREGMily GroupWellB

Word and PowerPoint templates

Editable templates for letters, offers and presentations, in which the client's team works on its own without breaking the layout.

We've done this for clients including DCXVeeWellB

More on the page: Presentations
Business forms and cards

Everyday printed items customers get in their hands: forms, consent forms, questionnaires, appointment cards, service reports, vouchers and Christmas cards.

We've done this for clients including Intima ClinicItronsHana DesignDesign OptykWellB

Branded merchandise, bags and clothing

Branded items a company gives away or wears: pins, bags, notebooks, sweatshirts, socks, mugs and workwear.

We've done this for clients including VeeHana DesignMade in PodlasieNovicareItrons

More on the page: Advertising materials
Print production

Preparing files, choosing paper and printers, and making sure that what arrives from the printer matches the design.

We've done this for clients including WellBDesign OptykIntima ClinicVeeHana Design

Spaces, trade fairs and events

Building and shopfront signage

A sign, facade panels, a shop window and directional signs: the brand where customers come in person.

We've done this for clients including Intima ClinicNovicareRegamet

Interior branding

Logos, patterns and graphics on walls, at reception and in sales areas.

We've done this for clients including Intima ClinicDesign OptykVeePorta's 20 years in Romania

Vehicle wraps

Graphics for company vehicles, designed for a specific model.

We've done this for clients including Hana DesignItrons

Construction site signage

Information boards, fence banners and printed items for construction and installation companies and developers.

We've done this for clients including HomeKonceptItrons

Trade fair stands

Stand design with a visualisation and files for the contractor: graphic walls, a counter, product shelves, screens.

We've done this for clients including Dawtona GroupPetCuisineMade in PodlasieVeeAcer

Roll-ups, backdrops and flags

Portable displays for conferences, training sessions, reception areas and entrances: roll-ups, backdrops, banners and flags.

We've done this for clients including irtechIntima ClinicMade in PodlasieHomeKoncept

Animations for screens and events

Loops and animations for reception screens, conference stages or stands, made at the resolution of the specific screen.

We've done this for clients including Intima ClinicDCX

Company anniversary identity

The look of a company's milestone anniversary: an anniversary mark or frame and the materials it appears on.

We've done this for clients including BEST GroupPorta's 20 years in Romania

More on the page: Events and anniversaries
Corporate event identity

A separate mark or motif and a full set of materials for conferences, training sessions or campaigns the company organises.

We've done this for clients including irtechPorta's 20 years in RomaniaIntima ClinicDawtona Group

Communication, campaigns and the brand online

Social media templates and profiles

Ready layouts for posts and stories, plus profile setup, so the client's team can swap the photo and text themselves and everything still looks like the brand.

We've done this for clients including Dawtona GroupPR PlasticsDesign OptykFundacja MultiSport

Social media animations

Short animated posts, reels and vertical formats in the brand's style.

We've done this for clients including Zippy TailPolTREGDawtona Group

Advertising campaigns

One idea worked out across many media: posts, banners, posters, billboards and press.

We've done this for clients including Dawtona GroupAcerVeeBEST Group

Outdoor, press and banner ads

Billboards, posters, press ads and web banners in many sizes, designed within the brand system.

We've done this for clients including AcerHomeKonceptPR PlasticsZippy TailVee

Product launches

Materials for bringing a new product to market: an animation, a stage presentation, posts and a website.

We've done this for clients including DCXAcerPokket

Employer branding

The employer brand: recruitment posts, a careers tab on the website and materials for candidates.

We've done this for clients including ItronsPorta Drzwi

Ongoing brand design support

An external design team that keeps producing new materials within the brand system, including one it didn't design itself: posts, banners, reports, presentations and print.

We've done this for clients including PolTREGDawtona GroupAcerPorta DrzwiPokket

Websites and apps in the brand system

A website or app that carries the brand's rules onto the screen: colours, typography, photos, icons and motion, often together with a component system.

We've done this for clients including BEST GroupBiurokonceptPolTREGVee

More on the page: Company website
The brand in an online shop

An online shop where the brand identity leads to a purchase: brand zones, product pages, a configurator.

We've done this for clients including Design OptykZippy TailNovicareItodiMade in Podlasie

More on the page: Online shop

Sales materials and publications

Company presentations

A presentation about the company and its offer, new or rebuilt from an old template, delivered as an editable PowerPoint file.

We've done this for clients including Septima DesignDawtona GroupPorta DrzwiHana Design

Talk and conference presentations

Slides for speaking in front of an audience, matched to the length of the talk and the screens in the room.

We've done this for clients including DCXPorta's 20 years in Romania

Product catalogues and price lists

A catalogue or price list that organises the whole range: from sections and product pages to layout, print and an online version.

We've done this for clients including Porta DrzwiRegametHana DesignNovicare

More on the page: Catalogues
Product sheets

Consistent sheets for individual products with a technical drawing, specifications and a photo, for print and to download as a PDF.

We've done this for clients including Septima DesignRegametHomeKoncept

Leaflets, brochures and guides

Leaflets, brochures, one-pagers and guides to hand out at trade fairs, in shops and clinics, or to download.

We've done this for clients including Dawtona GroupHana DesignNovicareDCX

Annual and company reports

A template for periodic reports and statements, in which each new report is quick to put together and easy to read.

We've done this for clients including PolTREG

More on the page: Company reports
Company books

A book on the company's history, from the mockup to print files with special finishes.

We've done this for clients including Porta's 20 years in Romania

Product sample books

Cards or boxes with colour and material samples that customers can touch before they buy.

We've done this for clients including Porta DrzwiItodi

Partner materials portal

One place online where distributors and retailers download the latest brand materials and guidelines.

We've done this for clients including Acer

More on the page: Web apps
Marketing to architects

Materials and websites for architects who specify products in their designs: technical data, case studies and downloadable files.

We've done this for clients including Porta PROHana DesignPorta Drzwi

Packaging and product

Packaging and label design

Product labels and packaging, from the first version through layout tests to files for the printer.

We've done this for clients including Zippy TailMade in PodlasieWellBPetCuisine

More on the page: Packaging
Private label packaging

Packaging for a manufacturer that makes goods under other companies' brands: it shows quality but leaves room for the buyer's brand.

We've done this for clients including PetCuisine

Packaging systems for product lines

Rules that make each new product in a line look like part of the family while staying easy to tell apart on the shelf.

We've done this for clients including Made in PodlasiePetCuisineZippy TailWellB

Shipping boxes and parcel inserts

The box, tape, stickers and printed items a customer sees on opening the parcel.

We've done this for clients including ItodiZippy TailMade in PodlasieVee

Labels, swing tags and stickers

Sewn-in labels, swing tags and stickers: the brand on the product itself.

We've done this for clients including WellBMily Group

3D product visualisations and animations

A 3D model of the product, from which renders and animations are made for the website, ads and presentations.

We've done this for clients including Dawtona GroupDCXVee

Let's talk about your brand.

Let's work out what you need and where it makes sense to start.

30 MINUTES · NO OBLIGATION Book a free consultation Ask for a quote
PREFER TO CALL?+48 726 220 596

06Process

How we work on a brand

We shape the process around your starting point. Each version has six stages, and each stage ends with something you can see, assess and approve. The schedule is agreed before the start, so you always know what we're doing, why and when.

New brand

When a brand is created from scratch or changes completely.

  1. Stage 1 Analysis Analysis of the five main competitors
  2. Stage 2 Workshops Workshops that set the brand's foundations
  3. Stage 3 Moodboards Three visual directions and a workshop summary
  4. Stage 4 Creative concept The brand's visual system, built on the chosen direction
  5. Stage 5 Development The concept carried over to all materials, plus revisions
  6. Stage 6 Standardisation Organised files, templates and a brandbook

Rebranding

A refresh of a brand customers already know: we change as much as needed and leave the rest.

  1. Stage 1 Audit An audit of current materials and the five main competitors
  2. Stage 2 Workshop A workshop with marketing and sales
  3. Stage 3 Brand direction Three visual directions and the choice of the brand's language
  4. Stage 4 Identity system Logo facelift, tagline, colours, typography and brand motif
  5. Stage 5 Materials and fleet Email signature, documents, business cards, templates and vehicle branding
  6. Stage 6 Brandbook and rollout Brandbook, files, training and rollout support

Strategy and identity

When the offer and communication need sorting out first, and the look comes after.

  1. Stage 1 Analysis and audit An audit of the brand, competitors and current communication
  2. Stage 2 Brand strategy Brand positioning and offer architecture
  3. Stage 3 Communication strategy Tone of voice, tagline, key messages and storytelling
  4. Stage 4 Identity The brand's full visual system and brandbook
  5. Stage 5 Template system Templates for everyday communication in Figma
  6. Stage 6 Rollout Training, file handover and a brand rollout plan

Every variant ends with standardisation. After that, we can stay with the brand for longer.

At the end of the project

Standardising the concept

Once the design process is complete, it's time for standardisation. It lets the concept be reproduced freely on any medium, with nothing drifting apart along the way. You get a brand “manual” from us, with all the elements that build its image.

After the project

Brand care

We don't leave brands to fend for themselves. We keep designing promotional and brand materials and stationery in line with the developed, standardised concept. The scope is agreed with you each time, and the way we work together follows how your team works.

07Our work

Selected brands

From new brands to groups with several brands. Some of them are in motion, because that's how we design them too.

All projects

08Services

What makes up a visual identity?

We design visual identities for companies, brands, institutions, events and products. We turn a brand's essence, values and personality into a visual key that makes it engaging and recognisable in every channel. The foundation is a brand workshop and a strategy.

From the blog

All posts

Where projects usually start

What companies come to us with

All situations

Get in touch

Fill in the form or email us at:

hello@fluostudio.pl

Prefer to call?

+48 726 220 596

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