Case Study: Flowline Brand Makeover
About the Client
Flowline LLC is a reputable company specializing in designing, manufacturing, and installing of high-precision flowmeter solutions, measurements, and pumping solutions for industrial applications. It is based in Al Quoz, Dubai.
Challenge
Flowline LLC was established in 2008. In 2022, it recognized the need to refresh its brand to align with its evolving market presence. The existing branding had become obsolete and didn’t adequately reflect the company’s evolving engineering expertise and products. The old logo was placed in different colors and shapes with variable fonts on the print and digital platforms which gave rise to brand inconsistency. Their old logo incorporated various shades of blue and yellow, and the typography was inconsistent in different marketing materials. Flowline Management recognized the need for a brand overhaul to create a cohesive and professional image. Hence, contacted Umbrella Media in November 2022 for a Brand Makeover Design.
1. The client needed a classic logo design that displayed the seriousness and expertise of Flowline
2. A corporate identity design that enhanced its brand value before its customers
3. Car Branding for an increased brand presence
4. Corporate gift items and packaging design
Goals
- Conceptualize and create a new logo that represents a sharp logo mark, a captivating font, and a memorable emblem symbolizing innovation and engineering excellence.
- Create a comprehensive set of marketing collaterals and stationery items that embody the brand’s values.
- Assign corporate font in English and Arabic.
- To unify the logo and branding elements on various print and digital materials.
Our Solution
- Logo Re-design: We began with the logo makeover task of Flowline. The logo mark is made of the letters F and L in a strong square shape. It is hand-drawn to abstractly depict fluidity, water flow, and the shape of pipes. Three logo design options were presented to the client to choose from. The client selected one logo which was further shown in three different color variations. Our team gave color options based on the color psychology, and business core values. We created a single logo in two languages (English and Arabic), making the brand more local to the UAE Market.
- Brand Colors: Once the logo design was finalized, a color palette consisting of Primary and Secondary Colors was created for Flowline LLC.
- Branding Guidelines: We wanted to guide the client on the application of the new brand identity across all platforms. We created Branding Guidelines, consisting of the design elements, rules to place the Flowline logo, the different logo variations we tested on various print and online platforms, the typography, and the color palette.
- Stationery Items and Corporate Gift Items: We designed stationery items for Flowline that include business card design, letterhead and envelope design, quotation and invoice design, presentation layout, signage, and email signature., maintaining consistency with the brand’s new identity.
- Car Branding: Additionally, we designed car branding for Flowline LLC and prepared their documentation for RTA approval.
- Packaging Design: Once Umbrella Media LLC developed innovative and eye-catching packaging designs for Flowline’s Tube Packages, Carton Packages, and Tape Products. Our designs were both informative and pleasant to read. It communicated the brand values.
Results
Our creative efforts paid off. Flowline transformed into a modern, consistent, and reputable brand. Its quotations, invoices, and tenders now stand out from others due to its sophisticated design elements. The new logo design and branding, now projects a unified professional image across all platforms, reinforcing their position as a leader in engineering solutions in Dubai, UAE. The successful rebranding has set the stage for continued growth and success in the years to come.