Brand refresh for wayfinding consultants f.r.a.

Wayfinding consultants f.r.a. have completed a refresh of their brand and communication materials. f.r.a. is a sponsor and partner of the BAA. They created BAA’s website and were collaborators in the new BAA graphic identity.

f.r.a.’s new branding, designed in-house, reflects the studio’s approach to design by blending classic elements with expressive use of patterns and a slightly cheeky tone of voice.

The core visual identity brings punctuation back into the f.r.a. logo mark. The formal humanist typeface (Nimbus Sans) is paired with three geometric full-stops, the building blocks of their approach: Thinking, Feeling, Doing. The brand’s tone of voice puts a twist on what f.r.a might stand for (Fran Raybould Associates) in a word game they call “f.r.a.-sing”

The visual language is strictly black or white, with colour only being used to represent project work.  A dozen striking patterns are used to make communications dynamic and reflect f.r.a.’s offer.

“It was the right time to look at our own brand.”, says Design Director Wesley Meyer. “We’re approaching 10 years as a team. The market and our clients want wayfinding and brand that gets the job done but also has a personality and stronger sense of identity. We’ve been doing that work; it’s about finding the full potential of a project. It’s refreshing to take a moment and let our brand catch up with the work we’re delivering for others.”

f.r.a. were shortlisted for the 2018 Design Week awards in wayfinding. They work with clients including: LandSec, The Crown Estate, L&G and Queensbury. They are based in a nice place called Shropshire and deliver projects globally.