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Case study

From loop to flow: the rebranding of Fluid Work

In 2023 we founded Fluid Work with an infinity loop as our logo. Four years later, the world looks different, and so do we. This is the story of our new brand and why we changed it.

Book a 15-minute callAbout us
Client
Fluid Work
Location
Dreieich
Period
2027
Scope
  • Brand strategy
  • Logo design
  • Brand identity
  • Website

2023

Built for a future no one could define

We founded Fluid Work in 2023 because we saw a huge disruption coming. We could not say exactly what the future would look like. But we knew one thing for sure: only fluid companies survive, companies that keep moving and adapt fast.

The areas that change most in any company are marketing and IT, and together they shape how a brand is seen. So we focused on three fields: brand building, marketing and IT project management.

We leave it optimized

We come in

The Fluid Work logo from 2023

The old logo

An open loop: we come in, we optimize, we leave

Our first logo was a loop, a symbol for work that never stands still. But the loop was broken on purpose.

At the bottom, we enter your loop. We run through it, optimize every part of it and leave it at the top, better than before. Our job was simple: make your work fluid.

2027

The next disruption is already here

Fast forward to 2027. Artificial intelligence, robotics and blockchain are rewriting the rules, and the disruption is far from over. We already see the first effects, and they will change many things very quickly. Most people and companies are not prepared for that.

  • Artificial intelligence

    Content, service and decisions are being automated at a speed no one expected.

  • Robotics

    Machines take over physical work in warehouses, logistics and production.

  • Blockchain

    Ownership, payments and trust are being rebuilt on new foundations.

Our new focus

So we changed ourselves first

If we ask our clients to stay fluid, we have to lead by example. We sharpened our focus on what will matter most in the years ahead.

  1. 01

    Brand building

    Strong brands are the constant in a world that changes faster every year.

  2. 02

    Marketing

    Reach and communities that grow, measurable from day one.

  3. 03

    AI for e-commerce

    Automation and AI that make online shops faster, smarter and more profitable. Only for e-commerce.

Brand buildingMarketingAI for e-commerce

The new logo

From a loop to three fluid streams

Our new mark opens the loop for good. Three streams flow out of one shared center, each in its own color: purple for brand building, pink for marketing, blue for AI in e-commerce.

They stay connected, but they move freely, just like a fluid company. The wordmark is calmer and more direct, with the mark right between Fluid and Work.

Before and after

Then and now

20232027

Drag to compare

Brand identity

Colors, type and pattern

Black and white carry the brand. The three colors of the mark appear only as small accents, so they keep their meaning.

  • PurpleBrand building#8F49EA
  • PinkMarketing#F51D75
  • BlueAI for e-commerce#29ABE2
  • BlackBase#0A0A0A
  • WhiteBase#FFFFFF
Aa

Typography: Headlines

Sora

Aa

Typography: Text

Roboto

Pattern

The mark repeats as a quiet pattern.

Founded in Offenbach am Main
2023
Rebranding for the AI era
2027
Satisfied customers
25+

“The world is changing faster today than it has in the past 5,000 years. That is why we keep evolving with it.”

Israr AslamFounder

Is your brand ready for what comes next?

Let's talk

Let's connect!

We're only a conversation away.

Let's get to know each other in a short 15-minute meeting. Together, we'll see how we can get things moving.

Or write to us: info@fluidwork.io