FMS
This project involved creating a comprehensive branding and visual identity package for Florida Maintenance Solution (FMS), a company specializing in MRO (Maintenance, Repair, and Operations) industrial supplies. As the lead designer, I was tasked with developing a cohesive brand ecosystem that included a responsive website, business cards, promotional banners, indoor and outdoor signage, and other visual assets. The goal was to modernize FMS's image, emphasizing reliability, efficiency, and industry expertise in areas like fasteners, welding alloys, and hurricane preparedness. The project spanned three months, from initial client consultation to final delivery, and resulted in a unified brand presence that enhanced FMS's market visibility and customer engagement.
Challenges and Objectives
The primary challenges stemmed from FMS's outdated branding, which lacked a digital presence and failed to convey their specialized services effectively. The client operated in a competitive industrial sector where trust and quick accessibility are key, but their existing materials were generic and not optimized for mobile users or modern marketing. Objectives included:
- Crafting a brand identity that reflected FMS's core values of durability, innovation, and Florida-specific solutions (e.g., hurricane readiness).
- Ensuring all designs were versatile across digital (website, mobile) and physical (signage, banners, cards) mediums.
- Balancing a professional, industrial aesthetic with approachable elements to appeal to both B2B clients and end-users.
- Meeting a tight budget while incorporating high-fidelity mockups for client approval.
Research and Discovery
I began by conducting in-depth client interviews to understand FMS's history, target audience (industrial facilities, manufacturers, and emergency responders in Florida), and competitors. This involved analyzing similar companies in the MRO space, such as Grainger and Fastenal, to identify gaps in visual storytelling. I performed market research through online surveys and focus groups with potential customers, revealing a preference for blue tones symbolizing trust and tools/icons for quick recognition. Site visits to FMS's facilities helped capture the essence of their operations, and I reviewed industry trends like responsive web design and sustainable materials for physical assets. Mood boards were created to compile inspirations from industrial design, incorporating elements like crossed tools (hammer and wrench) to symbolize maintenance expertise.
Concept Development
With research in hand, I iterated on concepts starting with logo design: a bold "FMS" acronym paired with a hammer-and-wrench icon in blue gradients for a dynamic feel. For the website, I used wireframing tools to layout a clean, user-friendly interface highlighting key categories (Fasteners, MRO Welding Alloys, Hurricane Preparedness) with responsive views for desktop, tablet, and mobile. Business cards featured a minimalist layout with abstract map-like patterns to evoke connectivity. Signage designs focused on durability—indoor wooden wall mounts for warmth and outdoor concrete-mounted versions for weather resistance. The promotional banner adopted a vibrant yellow for visibility, tying into construction themes with a crane hook motif. Multiple rounds of feedback refined these, using software like Adobe Illustrator and Figma for prototypes, ensuring scalability and color consistency across all assets.
Results and Impact
The completed project delivered a refreshed brand that boosted FMS's online traffic by 40% within the first month post-launch, as reported by the client. The website's intuitive design improved user retention, while physical assets like signage and banners enhanced storefront appeal and event presence. Client feedback highlighted increased inquiries from new sectors, attributing it to the professional, cohesive look. Overall, the project not only met objectives but positioned FMS as a forward-thinking leader in Florida's maintenance industry, with scalable designs ready for future expansions like e-commerce integration.
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