Creating, launching and building a new brand

FMH Group is a diversified logistics services organisation with divisions across technology, fourth-party logistics, and transportation and warehousing. It is growing rapidly through acquisition and external investment including from SingPost, the subsidiary of Singapore Post Limited.

Without its own visual identity, however, the holding company risked being conflated with its largest subsidiary company, efm Logistics, a fourth-party logistics provider.

Echomakers was tasked with developing a brand strategy, visual identity and website for FMH Group. Our approach included:

• Facilitating with the Board the rapid development of a brand identity and strategy.
• Articulation of the vision, mission, values, essence, proof points, personality and brand anchors.
• Crafting a compelling brand narrative that expressed the entity’s origins and purpose.
• Articulating a compelling aspirational vision narrative for the business.
• Development of a fresh, distinctive logo for the brand.
  • Forward-looking and technology-driven, the business is transforming an outdated sector, so we wanted to express this fresh, disruptive feel through the visual expression of the brand.
  • In came the use of pink and orange and a graphic device suggestive of putting square pegs in square holes, the driving mantra of the brand across its divisions.
• Development of colour palette and brand guidelines.
• Development of the website including design, all content and project management of development.

The new brand identity has successfully demarcated the parent brand in the market with all acquisitions accurately reported by the media as being completed by FMH Group rather than any of its subsidiary companies.

Since launching the entire brand presence for the entity within 6 weeks, Echomakers continues to manage all communications across PR, owned, social and internal channels for the Group.