FCB – A brand that aligns with reality again

FCB supports organizations in childcare, social work, and youth care with knowledge, development, and labor market issues. The organization was substantively strong. The brand identity lagged behind. The appearance was fragmented, not very distinctive, and no longer matched the energy and social relevance of the field.

The question was clear: develop an identity that does justice to people in the field. Professional and reliable, but also accessible and human. A brand that appeals to both executives and pedagogical staff.

We started with discussions with FCB's core team and various stakeholders from the field. What characterizes FCB? What makes their role unique? One thing became clear in those conversations: FCB stands in the middle of practice. Not as a distant knowledge partner but as an involved connector.

From that core, we developed the new visual identity.

In addition to photography, illustrations have taken on a larger role. We created our own visual language that makes the field recognizable and human and illustrates collaboration, development, and movement.

Together with the FCB team, we worked step by step on the rollout. We developed guidelines, templates, and concrete applications so the organization can continue to build independently. The collaboration was intensive and substantive. Decisions were always tested against practice and the target group.

The result is a brand that is right again. Consistent, recognizable, and firmly anchored in FCB's identity. Internally, the rebranding brought pride and clarity. Externally, more coherence in communication and a more professional appearance towards partners and funding providers.