Branding that creates a connection
Many organizations use mergers and acquisitions as a strategy for growth. FMAV came to Parcel to find a way to integrate two equally strong, yet diverse brands in the audio visual space: Mediaco and Frischkorn AV.
Our strategy was to create a new identity that demonstrated that the new FMAV was greater than the sum of its parts. Combining Mediaco’s creativity in event production, and Frischkorn’s reputation for flawless AV execution, the new brand was designed to demonstrate how FMAV is uniquely capable of creating live events that create a connection – from coast to coast to coast.
We brought this theme of connectivity to life by developing an identity built on a series of lines that can be transformed into a series of shapes to illustrate FMAV’s breadth and depth of services – as well as the benefits of partnership. The lines also wrap creatively around various objects – trucks, folders, equipment cases – to reinforce FMAV’s full-service approach.
Combining the corporate colours of the former Mediaco and Frischkorn AV brands provides a symbolic nod to both teams and their histories.
As a brand that’s rooted in technology, FMAV needs to position itself as an expert in connecting event professionals to ‘what’s next’. The flexibility inherent within the brand identity platform allows FMAV to manage and evolve the brand in creative and diverse ways as the company continues to grow.