Overview
Fidenda changed their market position, they wanted to go from offering part of a service to being the people who offer the whole service.
Fidenda changed their market position, they wanted to go from offering part of a service to being the people who offer the whole service.
Aims
Grow their existing brand guidelines from their limited brand identity to an all encompassing set of rules and visual signifiers that feel uniquely ‘Fidenda’ Update current brand guidelines into a web style guide, to inform further work on their website refresh. Create a cohesive visual language that would carry consistently across all of their brand touchpoints.
CLIENT
Fidenda
YEAR
2025
DELIVERABLES
Brand development Web style guide
ROLE
Designer
Approach
Fidenda wanted a new website, we recognised that their current brand is disjointed and not adhering to brand well so we needed to do some brand work first before we can develop a good website. We had a project kick off with some discovery sessions and the creation of a discovery deck. We evaluated existing brand and identified missing use cases and outlined how we can deliver.
Solution
It started with brand work, updating the logo, photography, image treatment and type treatment. This resulted in the creation of their new hero images. We also included 2 new colours, developed iconography, updated their diagram style, added an editorial approach in terms of layout, used the deconstructed arrow as image treatment and bought in some industry focused photography. I led the development of a web style guide reflecting these working together.
Client testimonial
It feels like we’ve got a proper brand now, and a lot more consistency and quality. It’s an indicator that we’ve really upped our game.
Tristan Colgate - Managing Director @ Fidenda
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