With several brands and a variety of offerings causing confusion among clients and vendors, FM Office Express (FMOE) needed a consistent visual identity and messaging. And with their extensive expertise in office design and installation, they also wanted to be known as more than just an office-supply provider.

Turning insight into differentiated identity

Taking a deep dive into the market, our data team helped us find an ownable space for the new brand, revealing a striking sameness among FMOE’s 17 competitors. Bland color schemes, a surprising lack of design sensibility, and mostly straightforward, descriptive names did little to differentiate anyone.

We recommended an invented name with a bright, contemporary icon that clearly communicated “everything office”—while preserving one of the legacy brand colors that was actually unique to the marketplace.

What’s in a name? Plenty. After considering hundreds of possibilities, our recommendation combined a list of brand attributes into a memorable name that both communicates and elevates:

“Flynn’s hard work will ultimately assist us in our transition from multiple brands into one, and we’re very grateful.”

—Fabricio S. Morales, Intivity President

Building brand alignment across the company

Finally, we created a complete brand identity guide—everything from Mission, Vision, Promise, and Persona to detailed design guidelines—to help everyone at Intivity confidently speak in a single voice.

“The launch has been well-received among customers and colleagues alike. It’s very exciting to see the new name and brand come to life.”

—Ally Guinane, Intivity Marketing Manager