Flox
Refining Flox’s brand identity and communication for a more engaging presence in the market.
Brand and Communication strategy · 2024 · In collaboration with Devika Chaturvedi, Fredrika Bodemar, Hannah Willén + Olivia Holmgren.
Context
Flox Robotics, a Stockholm-based tech startup specializing in AI-driven wildlife management in the face of a global biodiversity crisis due to human expansion, is about to scale up. Unfortunately, their great product and service are unheard of and their communication is very tech-heavy, causing missed opportunities in stakeholder engagement and mission awareness.
Objective
Our challenge was to both enhance brand representation and improve the communication to clearly reflect Flox's mission and values to potential clients and partners in engaging and impactful ways.
Process + Role
To achieve this, we started with an extensive research, including market analysis, psychographics, and interviews to understand the market and brand perception. I then initiated, planned, and facilitated an interactive workshop with the client, using creative exercises to challenge them to think outside of tech and uncover their core values, brand vision, story, and purpose. Together, we identified key elements like Ethics first, Purposeful innovation, and Flexible by nature, which became the foundation of the new brand platform. After an inspiring ideation session I facilitated as well in the team, we narrowed the ideas down to four campaigns and communication strategies, pitching them to the client with feedback-driven improvements. A thorough brand audit helped us shape the aesthetics that reflect the refined and bold core identity to make the brand more memorable and human by using innocent humour here and there in the imagery.
Beyond my design role, I also took on project management responsibility during a period of a couple of weeks, overseeing the planning, maintaining timelines, and coordinating tasks and roles.
Result
The outcome is a cohesive brand identity built on four key cornerstones and clear communication guidelines and examples that help Flox explain their business and build engaging and effective connections with potential clients. To bring the new identity to life, we created a refreshed and versatile visual identity inspired by the brand's innovative and bold spirit and proposed several campaigns, one of them being a fun merchandise collection. This bold approach enhances Flox's visibility, strengthens brand recognition, and attracts a wider audience.
