Visual identity, concept and creative direction

FELA is a leading expert in high quality printed circuit boards for over 50 years in Germany. Offering highly individualised solutions for touch screens made of glas, for a wide range of sectors. Always with a deep understanding of the user’s needs.

The brand refresh needed to showcase FELA as the modern and stylish brand it evolved into. With products that are sleek and effortless, perfect for the individualist at home and the specialist at work.

For the brand refresh I developed the brand positioning, concept and visual identity. The visual identity, and especially the logo, is based on the transparency, cleanliness and weightless texture of glas, combined with the movement of a soft and effortless touch/swipe.

The bright colour palette features a vibrant blue as the primary colour, with black for contrast, while a range of soft and muted secondary colours add comfort and a human touch. In addition, the font Riforma underlines the modern and technological look of the branding.   

Through photography, the branding puts the spotlight on storytelling. The user is portrait as an individual in their respective environment. Each portrait telling a unique story.