brand identity, art direction, website, web design, SEO, analytics, copywriting
FCM was founded in the 1970’s as a metal craft workshop. Over the years, it has evolved into an increasingly industrial company and, today, it collaborates with the major furniture brands and works alongside architects and designers in the creation of unique pieces and bespoke projects. This evolution has led to the need to renew its corporate image and create an effective, coordinated and recognizable brand communication.
The restyling covered FCM’s main communication assets: logo and website.
Starting from the concepts of design, craftsmanship, passion and culture of materials, we redesigned the Brand Identity with a contemporary, clean and dynamic graphic style, capable of expressing both the strength and energy of metal and the flexibility and refinement of the company’s manufacturing processes.
A brand with a metal soul
FCM’s logo was redesigned in line with the previous logo, but in a more modern and digital-friendly way.
To the smoothness and roundness of the font we added a colour palette inspired by the industrial tones of metal, for a material, dynamic and fluid effect.
We added the payoff “Metal Furniture and Creations” to the logo, which expresses the dual soul of the company: industrial and artisanal.
The website was designed to tell the story of FCM’s mission and technical and design know-how, both in contract manufacturing and in bespoke projects and manufacturing processes.
The layout is inspired by metal materials and their processing: photographic images, icons and graphics immerse the user in the world of industrial and artisanal metal processing, made of matter, energy and creativity.
The copywriting of the website was consistent with the style of a clear but emotional writing.
SEO & Web Analyst
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