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Our Brand Evolution

We’ve spent years helping brands evolve, grow, and stand out. But in the process, we put all of our energy into our clients and have never taken the time to focus on our own brand—until now.
Flo. has always been about being great partners, doing great work, and reimagining what is possible.
Over the past seven years, we’ve been on an incredible journey—expanding into new markets, collaborating with over 50 clients worldwide, and honing our craft. But our brand identity hadn’t kept pace with our growth. It was time for a change.
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This refresh wasn’t just about a new look; it was about ensuring our brand truly embodied who we had become. It also gave us a chance to fine-tune our branding process, making it more intuitive, seamless, and yes, even more fun for our clients.
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Now, we’re excited to take you behind the scenes. From research and strategy to identity and activation, here’s how we evolved our brand.

Input & Insights First–Always

We kicked off our brand refresh the same way we do for our clients—with research. But this time, we turned the lens on ourselves.
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We dug into what makes us unique, what we stand for, and what fuels our best work. We asked our clients and partners about their experiences with us—what they love, what could be better, and how we could elevate their experience.

Their insights shaped our path forward, and here’s some of what we discovered.
“When I think about Flo., I think about ‘yes’ people—always willing to help, lend an ear, and truly flexible. You all do whatever it takes to achieve success. Among all the vendors I’ve worked with, no one has truly lived that like Flo.”
“Flo. has taken multiple companies from ‘Zero to One’ and that is apparent in your DNA and everything you do.”
“Very few can transform innovative, technically complex ideas into clear, compelling narratives that attract investors, secure funding, and seamlessly bring them to market like you all do. Your marketing AND business acumen is unmatched."

Reflecting on Our Strategy

Our research made one thing clear—at our core, our brand purpose remained the same. Our mission, vision, and values continue to align with what our clients experience and what drives our team every day.

But we saw an opportunity to sharpen our focus, clarify our message, and ensure our brand fully reflects who we are today.
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We simplified our brand pillars down to the four essentials that shape everything we do: purpose–doing work that matters; connection–putting people at the center; clarity–bringing strategy into focus; and impact–creating meaningful results.
Purpose
Connection
Clarity
Impact

Our Personality

A brand’s personality sets the tone for how it looks, sounds, and feels. It should be clear, consistent, and unmistakably you.

When we started Flo., our brand personality was an idea on paper. But through our clients’ feedback, it is now so much more than that. We made a few small, but meaningful tweaks to better reflect the qualities our clients and partners know, trust, and love.
Cards falling with personality traits

Guiding Principles

To us, principles aren’t just words—they’re the backbone of how we work. They guide how we collaborate, make decisions, and show up for our clients and each other every day.

These are the principles that guide us.
Build Trust.

Trust is built through honesty, empathy, and showing up—approaching each challenge as an opportunity for growth.

Stay Curious.

We ask questions, share knowledge, and simplify the complex. Great work starts with clear understanding.

Own It.

We take pride in what we do and how we do it. Leadership is a mindset—we believe in embracing challenges, finding solutions, and following through with integrity.

Set the Bar. Then Raise It.

We set high standards, push boundaries, and always look for ways to do better. Real impact comes from perseverance.

WOW.

Every interaction is an opportunity to exceed expectations, create lasting impressions, and bring others’ visions to life.

Give to Grow.

Whether we’re supporting our team or championing meaningful causes, every act of generosity sparks new ideas and helps us evolve—together.

What We Stand By

We stepped back to reflect on the brand promises we make to our clients and partners—the experiences we create, the impact we have, and what truly sets us apart.
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With fresh insights and real feedback, we fine-tuned our promises.

Business Mindset

We align marketing strategies with your business objectives, focusing on measurable growth and delivering results that truly matter.

Simplify the Complex

We transform complex ideas into clear, impactful communications, bridging the gap between your innovations and your audience’s understanding.

Corporate Empathy

With firsthand corporate experience, we offer scalable, flexible marketing solutions that align with your timelines, budgets, and business goals.

‘0 to 60’ Mentality

We thrive in fast-paced environments, helping high-growth businesses achieve quick wins and big impacts.

360° Approach

We connect every element of your marketing strategy to create a cohesive, powerful brand that drives momentum and success.

We Care

We’re more than a partner–we’re part of your team. We listen, adapt, and prioritize what matters most to deliver meaningful results with empathy and care.

Refining Our Voice

Visuals matter, but words set the brand tone. If there’s one thing we have learned over the years, verbal identity needs to come first.
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We took a closer look at not just what we say, but how we say it. While we have always been more comfortable behind the scenes, we realized our voice needed to be bolder—clear, confident, and reflective of the expertise we bring to the table.

We expanded our messaging to incorporate our audience's real insights and the unique value we deliver. And we embraced more of our personality in our words, making sure our voice truly feels like us in everything we say.
Flo.'s brand guidelines

Crafting Our New Look

Our words set the foundation, but our visuals bring our new, refreshed brand to life.

We wanted a visual identity that felt uniquely Flo.—something intentional, meaningful, and built with purpose. We teamed up with one of our most trusted partners, Ronik, to craft a system that is unmistakably ours.

Our signature dot in Flo. became the anchor, shaping the geometric nature of our design system and motif. Every element was intentionally designed to create a visual language that communicates abstract concepts while reinforcing our brand personality.
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Storytelling also played a big role in this evolution. Our 3D universe—rooted in a photo-realistic, fine art style—reflects logic and unity while embracing innovation and imagination.

More than just bold graphics, it’s a visual ecosystem that deepens our story and gives our brand new dimension.

Bringing the Brand to Life

Brand activation is where strategy meets action. More than a new look, it is about embracing our refreshed brand and making it real in everything we do.
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For us, this is a chance to reflect on our journey, celebrate the people who shape us, and challenge ourselves to think bigger. It is a moment for team building, strengthening partnerships, and fueling excitement for what’s next.
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Most importantly, by sharing our own experience, we hope to spark new ideas, inspire action, and help others navigate their own brand evolutions.

Take a look at our brand in action.
To everyone who’s been part of this journey—our incredible team, our trusted partners, and the clients who inspire us daily—thank you. Our growth is a reflection of you and we could not be more grateful.

If you're thinking about your own rebrand or refresh, get in touch. We’d love to help bring your vision to life.