First Choice Group

In order to translate the company’s uniqueness to branding, we started with a round of collaborative strategy workshops. These sessions allowed us to better understand FCG’s current market position, business goals and target audience. We converted the knowledge gained into the brand roadmap, aka the manual to turn the company’s brand vision into reality.

H2H may be a trendy corporate buzzword, but First Choice Group swears by it as a philosophy and takes great pride in its family roots, with a clear focus on their client and employee needs. Therefore we wanted to create a brand which clearly communicates their values but is also fun, friendly and above all human centric.

The concept for the logo was derived from the company’s new positioning, “we’ll take care of it”. By implementing friendly shapes directly into the logotype, such as the curve of a smile and the circle of embrace, allowed it to visually extrude trust and friendliness. B2B does not have to be boring or cold.

While the group has a wide range of expertise, each of its sub-brands needed to stand alone within its own niche market, but also come together as a unique family of brands when needed. The focus of the new visual identity was to allow FCG to own a unique and easily scalable brand system, getting them ready and fit for the future.

FCG group now has a cohesive, fun and recognisable corporate brand, which works seamlessly across all touchpoints.