UI | FM Creative

June 27, 2025July 8, 2025 by fernando

Joruva

Challenge

Joruva needed a distinct, premium brand identity to compete in the industrial oil-water separator market. The strategy was to signal technical innovation and environmental responsibility while establishing credibility with large-scale clients. Competing with more established brands, Joruva required a bold positioning to stand out as the modern, forward-thinking alternative.

Solution

I created a sleek, modern brand identity system that balanced clean design with eco-conscious cues. The system included a logo suite, flexible typography, a refined color palette, iconography, digital assets, and a comprehensive style guide to ensure consistency. Through strategic visual direction, Joruva’s new branding projects trust, innovation, and sustainability—positioning them as a next-generation leader in their category.

Services

+ Branding

+ Design Strategy

+ Logo Design System

+ Product Visualization

+ UI Design

+ Digital Content

+ Environmental Design

+ Marketing Assets

June 19, 2025June 30, 2025 by fernando

Pull-Ups

Challenge

Pull-Ups was feeling pressure from national competitors and retailer-owned brands. The packaging looked outdated and inconsistent across the portfolio, with old photography and weak shelf presence. We also needed to better leverage our Disney partnership, a proven driver for parents and kids. My role was to lead a strategic visual refresh that modernized the brand, improved consistency, and enhanced impact both in-store and online.

Solution

I developed a bold, modern, and colorful packaging system designed to connect with potty training parents and their kids. We strategically optimized the use of Disney and Marvel characters to maximize their impact and appeal. I also refined the product claims and benefits lockup to improve shelf readability and performance. Beyond the pack, I helped lead the design strategy across CPG packaging, product graphics, and key digital touchpoints, ensuring a cohesive brand experience at every interaction.

Services

+ Packaging Design System

+ Design Strategy

+ Product Graphics

+ Website Design

+ Social Media

+ 3D Visualization

June 2, 2021July 1, 2025 by fernando

Helix

Challenge

How do you introduce a smart jump rope to a fitness conscience demographic. Helix is a breakthrough technology in the health and fitness category that was in need of a visual presence that reflected its modern design and innovative technology.

Solution

I created a design system for Helix that is sleek, modern, and colorful. The logo design is a custom typeface that incorporates elements of a helix dna strand. I created a brand guide and visual language for the UI/UX app to help guide the Helix marketing and product teams.

Services

+ Logo design

+ Packaging

+ Brand guidelines

+ Iconography

+ 3D modeling & rendering

+ UI/UX App Design

+ Social Media

July 13, 2017July 1, 2025 by fernando

First Alert

Challenge

After six decades of innovation in the home fire safety category, First Alert was in dire need of a brand refresh. I partnered with First Alert to help rebrand what had become a dated and confusing visual brand system. We used consumer research as our roadmap to redesign a brand experience that connected and simplified the shopping experience.

Solution

I was excited to build on a storied brand legacy and help usher First Alert into the 21st century. After an extensive and collaborative creative process, we strategically developed a comprehensive, simplified, striking, and iconic brand visual system that connected with the targeted consumers.

Services

+ Logo & Identity System

+ Packaging

+ Strategy & Style Guide

+ Print Collateral & Digital Ads

+ Video

+ Retail Displays & POP

+ 3D Modeling & Animation

+ Website Design

+ Social Media Content Creation

May 21, 2014June 30, 2025 by fernando

Airmax HVAC

Challenge

Airmax needed to increase its credibility and awareness among residential customers. As a small business in a competitive category they needed to communicate that Airmax was a fast, friendly, professional, and customer focused hvac service company.

Solution

FM Creative partnered with Airmax to develop the identity and visual language that helped improve its presentation to customers and contributed to substantial sales growth and brand awareness.

Services

+ Logo design

+ Print Collateral

+ Brand guidelines

+ Iconography

+ Apparel

+ 3D modeling & rendering

+ Website & app

+ Social media content creation

May 21, 2014June 30, 2025 by fernando

Crawford

Challenge

Crawford has been a leader in the garage storage and organization accessories category for over forty years, however, after years of growth and innovation, it was time for a significant identity evolution. Crawford needed to modernize its brand to remain relevant to their audience.

Solution

Crawford partnered with FM Creative to refresh their brand, we introduced a modern identity, sleek packaging, and a merchandising system that allowed for expanded SKUs, better communication on shelf, and a greater presence online and in-store throughout North and South America.

Services

+ Logo design

+ Packaging

+ Brand guidelines

+ Iconography

+ Pallet & Merchandising

+ 3D modeling & rendering

+ Website & app

+ Social Media

Destroy and Rebuild

Crawford has been a leader in the garage storage and organization accessories category for over forty years, however, after years of growth, it was time for a significant identity evolution. Crawford needed to modernize its brand in order to remain relevant to their audience.

Crawford has been a leader in the garage storage and organization accessories category for over forty years, however, after years of growth, it was time for a significant identity evolution. Crawford needed to modernize its brand in order to remain relevant to their audience. adsdasf asf asd fasd ads as as asf asdf asd fasd fasdf a asfda sdf

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Connecting with consumers

Crawford has been a leader in the garage storage and organization accessories category for over forty years, however, after years of growth, it was time for a significant identity evolution. Crawford needed to modernize its brand in order to remain relevant to their audience.

Crawford has been a leader in the garage storage and organization accessories category for over forty years, however, after years of growth, it was time for a significant identity evolution. Crawford needed to modernize its brand in order to remain relevant to their audience. adsdasf asf asd fasd ads as as asf asdf asd fasd fasdf a asfda sdf

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Informing and Engaging

Crawford has been a leader in the garage storage and organization accessories category for over forty years, however, after years of growth, it was time for a significant identity evolution. Crawford needed to modernize its brand in order to remain relevant to their audience.

Crawford has been a leader in the garage storage and organization accessories category for over forty years, however, after years of growth, it was time for a significant identity evolution. Crawford needed to modernize its brand in order to remain relevant to their audience. adsdasf asf asd fasd ads as as asf asdf asd fasd fasdf a asfda sdf

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