Sharp Sharp
Data heros
The challenge
FK3, a marketing agency, were growing their capabilities from being focussed on ‘top of funnel’ campaigns to offering an integrated suite of research, marketing and creative services to help clients unlock growth. They needed to update their positioning and visual identity to reflect this broader aim.
The solution
Steve worked with FK3 to review the company’s positioning, arriving at an updated purpose: “We operate in the space where marketing is both a science and an art to inspire growth”. This statement was at the heart of the creative brief for development of the visual identity.
Steve explored and developed visual concepts for three brand territories, to see which would occupy the best-defined space in the minds of its target audience.
These territories included a heavily data-inspired approach, one based on the blend between art and science, and ‘data hero’, which combined FK3’s pedigree in harnessing data with its desire to be a hero for clients who need to deliver results.
This generated lots of productive discussion, with ‘data hero’ finally being settled upon.
The concept was refined into a more sophisticated look, in response to the ever succinct feedback from FK3’s MD Steve Watson: ‘make it more Batman than Superman’!
In the final logo, a bold font tilted at a dramatic perspective was inspired by superhero comic illustrations. Data is represented through dynamic vector shapes, which can be used in an abstract way or to represent actual statistics.
There is much scope for images, type and graphics to be stretched and angled to represent the dynamic nature of data and FK3’s approach.
At this point, Steve handed over a brand kit to FK3 and its UX & UI Design Associate, James Allen to build the website from.
The result
FK3 has now launched its updated website as part of its own growth strategy. The new visual identity has been well received by FK3’s team and its board members. Steve remains an associate with FK3, and looks forward to contributing to the brand as it develops.
“Steve’s design expertise is top notch, and he demonstrated solid strategic thinking throughout the process.He understood the brief perfectly and hit the ground running by presenting 3 compelling concept territories. I was most impressed with how Steve handled our feedback and was able to evolve the concepts and present revised design solutions that elevated the work further. We’re delighted with the new agency proposition and believe the new brand identity is modern and confident – and reflects our ability to offer strategic, creative and performance marketing solutions for our clients.”
Steve Watson
General Manager
FK3: An integrated growth agency
This project was undertaken by Sharp Sharp’s Director Steve McInerny, in his capacity as an Associate of FK3. FK3 is an integrated growth agency able to deliver research, copy, advertising, video, branding projects and performance marketing under one roof. Please get in touch if you’d like to find out more.
