Recent Brand & Digital Transformation Highlights

FLS Corporate Brand Refresh & CVI Transformation

I played a central role in the comprehensive update of the FLS Corporate Visual Identity (CVI) during a major organisational transformation from FLSmidth to FLS.

Scope included:

• Full visual system overhaul (excluding logo and core brand colours)

• Creation of scalable design assets and governance tools via the Brand Hub
• Creation of FLS Sans custom typeface
• Redefined graphic language, illustration style and motion principles
• Development of video frameworks and global design templates

• Creation of FLS Sound - the distinctive sonic logo and branded music system

Outcome:

Elevated brand perception and established a distinctive, cohesive and modern identity across digital, physical and event platforms.

Link to website: FLS.com

FLS Reach - Concept & Dealer Network Identity

Originated the naming, concept and visual identity for FLS Reach - a global dealer network initiative.

Developed strategic positioning, visual system and brand assets to secure internal approval and stakeholder buy-in. Built a distinctive yet connected identity architecture aligned with the parent brand while allowing operational flexibility.

Impact: Enabled strategic expansion through a clearly defined and scalable dealer brand platform.

Excel™ Foundry & Machine - Full Brand & Visual Identity Creation

Led the end-to-end brand transformation for Excel™ Foundry & Machine following its strategic separation from FLS.

Modernised legacy logos and visual assets while establishing a completely new visual identity system, including typography, colour architecture, graphic language, digital templates and brand guidelines.

Developed a dedicated Brand Hub and supported the creation of a standalone website.

Impact: Delivered a cohesive, modern brand platform enabling EXCEL to operate independently with clarity and confidence.

Link to website: Excel Foundry & Machine