FLOWERS COMMUNICATIONS GROUP - F.L.O.W. BRAND REFRESH
*Winner of the 2018 PRSA skyline Award
explorefcg.com
overview
Flowers Communications Group (FCG) recognized that its existing brand identity no longer reflected its evolving voice, talent, and aspirations. While their legacy WordPress template and traditional marketing materials had served them well, it was time to reposition the agency with a bold, fresh, and modern aesthetic. My role was to guide this transformation—honoring the agency’s heritage while propelling its brand image into the future.
strategic approach
Drawing from the essence of FCG’s original branding, I set out to create a refreshed identity that resonated with both millennial team members and clients. The goal was to maintain a thread of familiarity while introducing contemporary design elements, dynamic imagery, and intuitive user experiences.
The website served as the foundation for this overhaul. Building on the existing WordPress platform, I implemented an updated homepage, interactive animations, and a renewed color palette. These changes emphasized a sleek, forward-looking design, ensuring that each touchpoint—online or in print—felt cohesive, engaging, and relevant.
tactical execution
Modernized Visual Language: Introduced a palette of vibrant, current colors and bold typography, giving FCG’s digital presence new energy without losing its established credibility.
Enhanced User Experience: Improved site navigation, introduced animated sliders, and featured dynamic imagery to create a more intuitive and visually compelling journey for visitors.
Unified Marketing Materials: Aligned print collateral—one-pagers, business cards, letterhead—with the new website’s aesthetic. Each piece echoed the refreshed digital design, reinforcing a consistent brand narrative across all platforms.
results
The rebrand resonated powerfully with both internal and external audiences, positioning FCG as a culturally attuned, forward-facing agency. In June 2018, the brand refresh was honored with a PRSA Skyline Award, validating the creative and strategic direction of the initiative.
What started as a desire to invigorate the look and feel of an established agency evolved into the creation of a recognizable brand promise—FLOW—that now defines the agency’s presence in the PR landscape. Through thoughtful design choices and a cohesive brand ecosystem, we delivered a lasting imprint that stands out in a crowded, image-driven industry.
