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First Choice Group

2020

B2B branding doesn't have to be boring.

First Choice Group, aka FCG is a Cypriot based group of international companies providing a unique blend of corporate services.

While the group is growing and developing for future markets, they approached us to seek help with a new brand and positioning to better reflect their values and realign the company across all platforms and multiple touch points.
  • BRAND STRATEGY
  • BRAND ARCHITECTURE
  • BRAND IDENTITY
  • MESSAGING
  • POSITIONING
  • STATIONERY DESIGN
First Choice Group B2B Branding

OUR STRATEGY FIRST APPROACH

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.

HUMAN 2 HUMAN

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.

CIRCLE OF EMBRACE

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.

BRAND ARCHITECTURE | SUB-BRANDS

COLOUR PALETTE

COMING TOGETHER

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.

THE BRAND IN ACTION

UNIFORMITY

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