Flexcon
Innovating bonds
In the rapidly evolving landscape of material science and technology, Flexcon stands out as a nimble challenger to the bigger but less adaptable players like 3M and Avery-Dennison. Over nearly seven decades, this family-owned business has built a reputation for not only their extensive range of coated and laminated films and adhesives, but also their personal approach to tailored innovation. Their products and solutions span a vast array of industries, including healthcare, sustainable packaging, and automotive, along with a commitment to creating a positive impact on community and the environment. However, Flexcon faced a challenge: their existing brand identity no longer mirrored the collaborative, forward-thinking business they had become. This discrepancy between identity and reality signaled the need for a transformative rebranding strategy, a challenge MetaDesign willingly accepted.
Our approach with Flexcon began with an in-depth analysis of their core values, market positioning, and the evolving needs of their global client base. This strategic phase was critical in laying the groundwork for a brand identity that would not only resonate with Flexcon's diverse audience but also stand the test of time in both digital and physical environments. The outcome was a new strategic platform that centered on an ambitious purpose; Advancing bonds, innovation, and our world, along with a vision to be the preferred provider of innovative coatings and functional technologies.
Layers of meaning
The creation of the new logo marked the beginning of Flexcon's visual transformation. Inspired by Flexcon’s legacy in roll-to-roll manufacturing and their commitment to progress and connectivity, the logo is a blend of precision, innovation, and dynamism. The circular motifs within the emblem reflect the continuity of their mission and the strength of the bonds they create, both in products and partnerships. The selection of a vibrant, new brand color, Flexcon Blue, injects energy and confidence into the brand, symbolizing their pioneering spirit and dedication to pushing the boundaries of possibility.
Active, Approachable, Assured
The design extends far beyond the logo, embracing a holistic view of Flexcon's brand experience. We crafted a brand identity that thrives across all platforms, ensuring a cohesive and compelling narrative. In the digital space, where first impressions are paramount, the brand’s visual elements are optimized for clarity, engagement, and impact. For print, the adaptability and versatility of the design elements ensure that the brand’s essence is communicated effectively, regardless of the medium.
The introduction of the Circular typeface as part of the new brand identity reflects Flexcon's approachable and functional nature. This choice goes beyond aesthetics; it represents Flexcon's ethos of being an approachable and efficient partner for customers. Moreover, the unique linear patterns developed for the brand draw a parallel with the precision and innovation at the core of Flexcon's product offerings. These patterns are not just decorative elements; they are visual metaphors for the layers of expertise, innovation, and reliability that Flexcon brings to every partnership and project.
The result
In crafting Flexcon's new brand identity, MetaDesign has not only rejuvenated its brand but also reinforced the company's foundational values and strategic vision. The rebranding serves as a powerful statement about Flexcon's ongoing commitment to innovation, and the forging of meaningful connections that advance our world.
The roll-out of Flexcon's updated brand began with an internal reveal in October 2023, laying the groundwork for a public debut at the Medica trade show in Düsseldorf Germany in November 2023, where Flexcon introduced their new brand to a global industry audience. March 2024 marked another key milestone with the launch of a redesigned website. As Flexcon progresses with implementing this new identity, the feedback from both clients and employees has been overwhelmingly positive.
But the change is more than just visual. Looking ahead, MetaDesign is excited about continuing our work with Flexcon, focusing next on a full-scale strategic restructuring of their brand and product architecture to simplify their offering and clarify their product portfolio nomenclature to deliver efficiencies that will have real business impact.
This partnership is not just about a one-time transformation but an ongoing journey of innovation, adaptation, and growth. Through close collaboration and a shared vision for the future, MetaDesign is committed to supporting Flexcon in cementing its position as a leader in the material science industry, ensuring that their brand continues to evolve and resonate with audiences around the globe.
"Our repositioned brand strategy, expression, and experience is a reflection of our business and clearly demonstrates where we are headed. We are excited to build on our heritage and leap forward into the future. Our collaboration with MetaDesign has shifted our thinking about the power of our brand to shape culture, and I am confident we will see a corresponding lift across our organization and business."
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