FMXA
The award winning marketing agency humanizing technology.
FMXA is the award-winning marketing and advertising agency humanizing technology.
Having made a name for themselves within the cybersecurity field by working with the likes of Zscaler, IRONSCALES, and Centripetal, FMXA were looking to crack into new areas of Technology in the US, UK, and Israel. Concurrently, as a small agency without a digital presence and with primarily project-based contracts, FMXA were also wanting to expand the businesses’ service capabilities, and introduce renewable revenue streams.
Company
FMXA
Date
2021 - December 2022
Role
Marketing Manager / Designer
End-to-end marketing and design
Joining FMXA as Marketing Manager, my role was split between FMXA brand management and client-side marketing and design.
I was directly responsible for managing digital marketing channels for three tech clients across three tech specialisms. I also ran strategy and design discovery workshops, alongside weekly and monthly meetings with clients to review performance and upsell services.
For FMXA, I was tasked with building a brand and digital presence whilst also generating inbound leads and expanding the business's service capabilities.
Brand Refresh
As a brand with no digital presence, and just a one-page website, FMXA needed a brand that looked professional but creative in order to become recognisable and speed up the sales process.
Acting as Creative Director for the FMXA brand, I ran branding workshops with the FMXA team to create a brand story understood and embraced by all employees. The brand story “Humanizing Technology” was then applied to design, messaging, and marketing outputs to create a cohesive narrative.
Logo Evolution
After spending 8 years building the FMXA brand in the Cybersecurity space, the company directors were reluctant to deviate away from the triangular shaped logo. Therefore, in order to breathe new life into the brand, the logo was adjusted slightly, with the spacing between each letter removed to create a larger, more impactful logo.
BEFORE
AFTER
Colours
FMXA's previous colour palette was monochrome, consisting of only Bright White and Jet Black, to allow colour to shine through imagery used in projects. However, this no longer reflected the empathetic nature of the brand story "Humanizing Technology".
I adapted the Jet Black to Abyssal blue - a colour that's warmer than black, but also maintains a professional appearance, and also introduced a bold yellow - a colour that represents the warm and human side of the business.
Pantone: Abyssal Blue
Hex: #1C2735
RGB: 28, 39, 53
Pantone: Bright White
Hex: #FFFFFF
RGB: 255, 255, 255
Pantone: Maximum Yellow Red
Hex: #F4BE49
RGB: 244, 190, 73
Site Design
Starting from a blank slate, I wanted to create a website that was easy to use and gave a clear explanation of who FMXA are, and what their offerings are.
When designing the site, I wanted to lead with FMXA's work for clients, using bold imagery with color overlays applied to unify the variety of colours.
Collaterral
Alongside the website, I also designed and produced a number of internal and external assets for FMXA including brand guidelines, business cards, pitch decks, presentations, social media graphics, email templates and digital and print brochures.
Client Side
Beyond the FMXA Brand, I also acted as designer as well as marketing manager for FMXA clients. Working from existing brand guidelines, I would create a number of assets from email templates and web pages to adverts and reports.
