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Rebrand & Web Build: FLOW for ALL

By March 10, 2020April 24th, 2023No Comments

The brief

FLOW for ALL (Forces Literary Organisation Worldwide), are a not-for-profit organisation which provides a safe space online for anyone affected by war, including friends and family, to share their thoughts and feelings with like-minded people.

Mac, their founder, had noticed that the existing website hadn’t seen much traffic in recent months, but the need for an online safe space for people to talk and openly share their thoughts and feelings without judgement was still as needed as ever. He felt that using an outdated website with limited functionality was hindering them from moving forward, so reached out to us with a request for a more contemporary version of their website, as well as a new logo and brand identity.

After meeting with Mac and discussing his expectations from the rebrand, we set to work designing FLOW for ALL’s new logo and designing their new website, ensuring that previously written poems and stories were successfully transferred to the new site.

Logo concept creation.

We were mindful of the fact that for most service users, they would need the new website to be reassuringly familiar and that they may find traditional armed forces colours or symbols distressing.

FLOW logo and brand palette.

Using negative space, we created a logo that incorporated both service personnel and a pen nib, a classic literary symbol to give a sense of reassured familiarity to service users. Complementary blue and orange colourways were used to create attractive but neutral visuals, and to steer away from the traditional armed forces colour palettes.

” FLOW’s new website, with improved user functionality and contemporary design…”

We rebuilt their website, offering a fully responsive, contemporary design and improved SEO and user functionality. The new site features user accounts with the ability to submit their own poems and stories, and to find and comment on previously posted literature easily. We have added contribution buttons across the site, so that people can donate towards the continued running and success of the charity.

The new logo with brandmark incorporated

Head to to visit their new website, and learn more about how they provide a much-needed and appreciated space for Ex-service people and their families.

Services: Design | Re-brand | Web Build.


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