Fluent Forward, an IT consulting and training business, started out as Fluent Software in 2013, but founder Matt soon realised that true, sustainable change came from not fixing the tech, but from empowering individuals and organisations with this knowledge. He wanted to pivot to training, but the company name was holding him back.
His old brand also lacked personality and failed to make any emotional connection – something we’ve found quite common amongst tech companies. In Matt’s own words: “My old brand was very generic. I didn’t feel there was a real identity nor set of brand values behind anything.”
Rebrand: First we renamed the company, Fluent Forward, to remove any reference to software and reposition it as more dynamic. The new logo uses two typefaces, modified to emphasise the words. A fresh green helps the company stand out from the sea of ‘blue’ in the tech world and represents growth and fresh thinking.
Like all of our tech clients, Matthew loved that we had a clear methodology in The VISION Process™.
“The process was really useful, very thorough, enjoyable and I always felt like I knew what stage we were at and what the next steps would be. It was surprising how quickly we made progress. I am very happy with the results. I refer to the brand guidelines on a regular basis and share them with my extended team and marketing partners. I know that my brand now has consistency and reflects the values behind the business.”