Our new brand is here: the story behind this evolution

Say hello to a new Flowics! Today we are excited to announce our new logo and brand identity. This is not just a change in our look. This is the result of months of hard work and iteration, during which we reflected on who we are and what our purpose as a company is.



During these past years Flowics has grown as a company going through a path of transformation, learnings and evolution. We are extremely proud of the product we have built, of our global footprint and we are committed to the customers we serve. 

But some time ago we started noticing  that something was still missing. Our brand identity was not keeping pace with the evolution of our product.

We also realized that we didn’t have a clear line that would define our discursive and visual style. We were lacking coherence between our product and our different external touchpoints (website, social media, blog, etc.).

See below how our logo and visual identity had evolved over the past years, since we were born as a company:


[old]Presentacion Interna

So we decided to work on these problems and started a rebranding process.


Rethinking ourselves

When facing this process, millions of doubts arose. What is our purpose as a company? Where do we stand and where do we want to go? How do we want to be perceived?

To sort this out, we decided to rely on Simple, a creative agency specialized on branding who worked with us along this path.

In order to build a brand and identity that would represent us as a team, we invited members from the different areas (Sales, Marketing, Product, Finance), so that each one could contribute with their point of view.

Little by little we started to answer these questions.


Rediscovering Flowics 

We talked about our vision. About our history and our core values. About the reasons why our customers choose to work with us. And then we arrived at a Brand concept: we are the ace up a producer's sleeves. 

With this new concept in mind, this led us to review our communications: instead of focusing just on product features, we are now focusing more on our purpose: to power producers. We are building technology to help producers take their content to the next level and captivate their audiences. 



The next step was to make a visual change that reflected this new mindset. We started with our logo and how it could communicate our concept.

We also re-defined the visual language of our ecosystem. We unified styles across Application, Site and Blog. We kept some of our previous identity assets –like the typography and the brand colors– and improved them. We gave our design system a fresher look, with deeper contrasts and better spacings. We also fine-tuned a lot of small details and will keep doing it.

All this process brought even more ideas to our minds. We now have a clear definition of who we are and what  we stand for. That’s the best fuel to continue creating and innovating. 

We are just getting started. And we couldn't be more excited!