Following discussions with the Francu management team, we defined the pillars underlying the strategic brand narrative and formulated the messages announcing the change and the new business development vision to its external environment. Additionally, we explored various scenarios for constructing the brand architecture based on the current organization of the business and the future direction.
In the logo construction we started with the idea of capturing the technical capability, safety, and efficiency in project execution as defining attributes of the Francu company. The symbol, created from the combination of adaptable and precise graphic shapes, grows geometrically horizontally, suggesting continuous evolution and subtly recalling the waves. The entire composition of the symbol forms the initial of the Francu name, while the colors position the brand in the specific visual universe of the naval industry, drawing inspiration from the hues of the sea at different times of the day. The font we chose for the wordmark belongs to the TT Autonomous family, standing out with its imposing, technological character, evoking the strength and expertise of the company in its field of activity.
Given the need for a rapid transition to the new identity and the desire to ensure coherence in brand communication development, we explored the visual style across different design templates, from administrative materials and equipment to business presentations.
The newly developed identity was translated into web design through layout and color elements, imagery, and iconographic style, resulting in a modern presentation website with a clear structure based on custom Umbraco development, allowing intuitive content administration.