Fluke

Fluke is a multidisciplinary creative audiovisual production company based in Terrassa with an international reach—one of the key conclusions we drew after completing the process of diagnosis, analysis, strategy, verbal identity, and visual identity.
   Clara and David, the founders of Fluke, wanted to embrace a new image that reflected the growth they had experienced in recent months: a solid, mature, and confident project. With this in mind, they decided to undergo a complete transformation, entrusting us with the process to rethink everything, inside and out.
   I remember working on this project with great care and full transparency. The rebranding began with an analysis of the industry landscape and market trends. During this phase, we also led a tailored workshop that helped us uncover the essence of Fluke. For this session, we designed specific dynamics that allowed us to understand their vision, perception, positioning, and current audience. The strategic workshop provided us with the key insights to define their objectives, refine their positioning, and identify their market opportunity.

The second phase, strategy: The information gathered in the previous phase allowed us to start building the foundation of the brand, defining key aspects such as Fluke’s brand assets, attributes, personality, brand idea, and value proposition. This phase was highly revealing, as it helped us uncover what makes them unique and relevant.
   After completing the previous phases, it was time to shape Fluke’s attitude through its verbal identity.
   In this phase, we began to give the brand a voice by defining its communication tone, what it says, and how it says it. We worked on a set of key concepts that guided us in creating Fluke’s verbal universe, including its tagline and descriptor, key messages, tone of voice, and manifesto.

We defined a unique archetype and visual concept, inspired by film direction and movie credits, to create a distinctive identity.
   Archetype: The great director and pioneer of the Nouvelle Vague style, Agnès Varda. The figure of the film director represents the cohesion of an audiovisual production—the role that makes everything possible.

Visual Concept: Fluke's purpose is to bring any audiovisual project to life. With this in mind, the visual concept was developed based on its archetype, graphically represented through the visual system of movie posters and credits.

The chosen typeface for this identity was Switzer, inspired by text-focused magazine ads from the '80s and '90s. Its appearance is classic and timeless, yet designed for the modern era.

To ensure harmony with Fluke’s portfolio, we established black and white as the primary colors, with lime as an accent color that stands out against any accompanying image. Additionally, we introduced a secondary palette to support compositions where images require a visual foundation.

The brand’s graphic system was built around typography, imagery, and white space within a structured and refined grid-based system.

We designed the corporate stationery based on the visual concept, ensuring that all pieces followed the guidelines of the established system.
   For the business cards, we used 360g Fedrigoni Materica Gesso paper with lime-colored edge painting, creating a stronger visual impact.

To reflect Fluke's personality and style, we added another graphic layer: we created a pair of mascots, Play and Rec, which bring a playful, approachable, bold, and personal touch that mirrors the way the Fluke team connects with others.

For the merchandising, we opted for a fresher and more carefree style, where, following the established visual system, we incorporated the mascot and extended the color palette in a coherent and harmonious way. We created t-shirts, stickers, and other items that give the brand a distinctive style, communicating its personality, one of the key attributes of the company.

We also built the website, from the texts and structure to the final design. We started with the concept of an audiovisual archive, translating this idea into the elements that make up the site. We carried out an exercise in synthesis to optimize resources, creating a simple site with strong messages and a clear, intuitive user experience.

With this rebranding, Fluke has achieved an identity that reflects its growth and creative DNA, providing coherence and strength to its presence across all its channels.