FSi Brand Identity
FSi
2025
In 2025, FSi repositioned its business around Customer Experience (CX), shifting from a strategy-led offer to a more experience-driven approach. The brand was adapted to reflect this evolution, with a more expressive visual language, an updated colour system, and a renewed narrative—while preserving the core identity and recognition established in 2023.
Rather than redesigning the brand from scratch, the challenge was to evolve it: retaining FSi’s core elements while aligning the identity with a new business direction. This approach ensured continuity, allowing the brand to grow alongside the company.
A restrained base is contrasted with more vivid colour used to highlight human presence, reinforcing the brand’s focus on experience.
Compositions shift from static to fluid, and graphic elements inspired by Bauhaus artist Oskar Schlemmer’s body studies combine precision with movement creating a system that is both controlled and alive, and able to adapt across contexts.
Check FSi’s website here.