In collaboration with Brand Mirror and Frode Design we devised a fresh new name and visual identity for Flooid, that enhances its evolving services and distinguishing it from competitors through a unique approach and aesthetic.
The result? Flooid launched the new brand at the NRF trade show in 2020, and got saw more visitors in one day that they had during the previous year’s entire show.
The updated visual identity symbolised their transition towards a more flexible and dynamic approach in retail technology. The brand's aesthetics were inspired by the idea of conveying that their systems seamlessly integrate and adjust to a retailer's pre-existing hardware and software or can create innovative systems from the ground up.
In a market where there are many brands with a similar aesthetic (predominantly navy and white), we decided to make the icons stand out by incorporating a bold 3D effect and a super vibrant colour palette.
To effectively convey customer journeys, we crafted characters representing diverse segments of our target market. These ranged from a busy mother of two to an on-the-go young Gen Z woman, each embodying distinct aspects of the target market.