Fusion
Rethinking Connectivity
2021
BRAND STRATEGY
VISUAL IDENTITY
DIGITAL DESIGN
There are lots of organisations out there offering connectivity and network solutions. But it’s a confusing marketplace and to really stand out, a brand needs a different attitude. I worked with Fusion’s founders, rethinking the brand to appeal across all industries and create a bold identity system that would disrupt the connectivity and technology market.
We found that these multiple industry sectors have very different types of customers, but all share the same requirements: expertise, accessibility and reliability. We used this new positioning to rethink the customer journey and create a visual identity system to work across all the brand’s touchpoints.
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The identity is built around a bespoke logotype inspired by the precision and details seen in Fusion’s work. Combined with timeless typography, the dark colour palette is underlined by a distinctive, electrified green.
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The green is custom mixed in paint form to create a one-of-a-kind colour on vehicles which creates a striking visual and further differentiates them from competitors on the road. The brand has been integrated across the digital experience, web interface and fleet of vehicles for a bold and cohesive brand identity.
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