The family that led the rebranding process played a pivotal role by getting involved in every area of the company. The founder's spouse took the lead to align the brand with a broader vision and ensure that each change was in line with the core values.

This rebranding process wasn't limited to a visual change; it was a cultural transformation aimed at forging stronger bonds both within and outside the organization.

The company decided to change offices as part of its evolution and adapt them to reflect the new visual identity. FRT's dynamic logo, which incorporates both the full name, Flowing Rivers Technologies, and the abbreviation FRT, symbolizes the transition from the old image to the new. This change wasn't just aesthetic; it represented a new mindset, a focus on innovation, and adaptation to future technologies.

Innovation, exclusivity, reliability, excellence, and agility became the pillars that guided the cultural change at FRT. These values were reflected in every aspect of the company, from its internal communication to the customer experience.

I figured that rebranding wasn't just about an external image; FRT worked to communicate the story of technology and its evolution, establishing a deeper connection between the company, its employees, and its customers. This effective communication was crucial for creating a strong internal culture.

The end result was the creation of an identity that represented freshness, intellect, eloquence, and dedication. It was very rewarding to see that the company not only attracted new employees and customers, but also inspired team members to feel a deep connection with the company and their work.