Work / Case Study
Revitalizing a Consulting Brand to Enable Organisational Growth
We partnered with Flectēre to redefine their brand strategy and visual identity, creating a clear, modern platform that supports growth, differentiation, and long-term credibility in a competitive consulting landscape.
flectere.net
Flectēre
Singapore & Australia (Remote)
Product & Management Consulting
Challenge
Flectēre’s existing brand no longer reflected the maturity of the business, the clarity of its thinking, or the impact it was delivering for clients. The challenge was to evolve the brand without losing credibility — aligning perception with reality while creating a platform that could scale with the company’s ambition.
What we did
Audited the market and competitive landscape
Interviewed founders to capture intent and direction
Facilitated focused remote brand workshops
Defined a clear brand strategy and positioning
Designed a distinctive visual identity system
Documented the brand for consistent application
“We partnered with Kamil and the form-three team to modernize our brand. The collaboration was straightforward, agile, and the output aligned very well with our story and future goals. I highly recommend form-three to businesses seeking results-driven designers with exceptional soft skills.”
“Teaming up with Kamil was an intuitive choice, given our previous collaboration. The entire process unfolded seamlessly, with the form-three team effortlessly adjusting to our preferred working style. This experience reaffirmed my confidence in turning to Kamil and his team for assistance in both Flectēre's internal projects and extending their services to our clients.”
Flectēre is a product and technology consultancy helping organisations unlock non-linear growth through modern data-driven approaches.
As the business evolved, the brand needed to move beyond early-stage positioning and reflect a more confident, scalable consulting model.
Our work focused on clarifying what makes Flectēre distinct, translating that into a coherent brand system, and creating a foundation that supports both growth and consistency.
Flectēre collaborates with a diverse clientele, ranging from small startups to large enterprises
Establishing best practices and documenting the current state of the brand
Embarking on a rebranding journey requires in-depth market and competitor research, ensuring the resulting brand stands out and remains competitive. Beyond that, delving into the organization's history, current status, and future aspirations is key.
Individual interviews with founding partners, Swati and Gireesh, became invaluable sessions where we not only synchronized on the project brief but also well-documented the company story, laying a robust foundation for the rebranding endeavor.
Uncovering valuable insights and defining the brand platform
Entering the project's second phase, we kicked off with a collaborative brand workshop alongside the founders. Our goal: unearth deeper insights, share impactful branding examples, and align on a rebranding direction.
Post-workshop, equipped with new perspectives, we refined documentation and initiated the crafting of strategic positioning. Through a seamless and direct partnership with stakeholders, we successfully distilled collective vision into a well-defined brand platform, setting the stage for the next steps in the rebranding journey.
Developing a modern and differentiated visual identity
In the third phase, we crafted various iterations of a new logo and color palette. Rigorous testing, involving stakeholders and benchmarking against contemporary brands in the sector, led us to a resounding winner.
The logo, a synergy of symbol and wordmark, encapsulates Flectēre’s vision, mission, and values. The symbol's three circular lines embody the core tenets: learn, earn, and flow, reflecting adaptability. An incomplete circle signifies a commitment to open collaboration.
The palette—flame orange for dynamism, eerie black for sophistication, and pure white for timelessness—speaks volumes. Our chosen typeface, Poppins, from Google Fonts, adds clarity and a modern touch, sealing Flectēre's visual identity with flair.
Transforming the brand revitalization into a brand book
In the final phase, we crafted the Brand Book, a comprehensive narrative that encapsulates the entirety of Flectēre's identity. This invaluable guide delves into the company's rich history, detailing its founding story, notable achievements, unique selling points, extensive service offerings, established methodologies, industry focus, key partners, a roster of esteemed customers, and a thorough analysis of the competitive landscape.
Within the Brand Book, the brand platform unfolds, outlining fundamental elements such as the name, vision, mission, values, target audience, tagline, relevant phrases, and essential keywords. This section serves as the guiding compass, navigating the organization's path with clarity and purpose.
Furthermore, the last chapter showcases the visual identity, showcasing the logo, wordmark, symbol, color palettes, typography choices, architectural elements, imagery guidelines, and icon usage examples. These visual components, meticulously detailed, encapsulate the essence of Flectēre's brand aesthetics.
This Brand Book is not just an internal guide; it is a powerful tool for aligning the organization with collaborators, partners, and potential team members, ensuring a harmonious understanding of Flectēre's brand narrative.
Valuable takeaways
Conducting individual stakeholder interviews before group workshops proves to be highly effective. Understanding individual perspectives, and ultimately aligning on goals ensures a collective vision, leading to a more successful outcome.
Documenting and preparing workshop materials in a straightforward text format resonates well with clients seeking a no-nonsense approach. Tech clients, in particular, value efficiency over visually elaborate work-in-progress content. Focusing on the essential elements avoids unnecessary time investment in non-critical aspects.
Credits
Swati Shekhar
Founding Collaborator
Gireesh Ramji
Founding Collaborator
Methods
- Market & Competitor Analysis
- Stakeholder Interviews
- Brand Strategy Definition
- Remote Brand Workshops
- Competitive Differentiation
- Visual Identity Development
- Brand Guidelines & Documentation
- Brand Book Development