First Source Electronics

Charging a Brand for the Future of Automation

Role

Creative Director / Lead Designer

Industry

Engineering & Manufacturing

Duration

3 Months

Overview

First Source Electronics (FSE) is a global provider of comprehensive automation solutions. As they looked to expand their footprint and modernize their presence, they needed a bold new identity that reflected their innovation, American manufacturing roots, and future-first mindset.

What We Did

Brand Strategy & Positioning

Led a full strategy and branding exercise to redefine how FSE presents itself to the world.
Shifted the brand away from a dated wordmark to a bold, future-ready identity.

Visual Identity Overhaul

Designed a new mark that fuses a lightning bolt, the numeral "1," and the letter "F" into a single dynamic symbol—representing speed, innovation, and leadership.
Crafted a color palette inspired by American strength and confidence:
- Deep Blue → trust, reliability, and precision.
- Bright Red → energy, momentum, and action.
- Crisp White → clarity, simplicity, and space for bold ideas.
Developed a clean, minimal aesthetic influenced by modern tech and software companies, positioning FSE as not just a manufacturer, but a forward-thinking solutions partner.

Overview

What We Did

Brand Strategy & Positioning

Led a full strategy and branding exercise to redefine how FSE presents itself to the world.
Shifted the brand away from a dated wordmark to a bold, future-ready identity.

Visual Identity Overhaul

Designed a new mark that fuses a lightning bolt, the numeral "1," and the letter "F" into a single dynamic symbol—representing speed, innovation, and leadership.
Crafted a color palette inspired by American strength and confidence:
- Deep Blue → trust, reliability, and precision.
- Bright Red → energy, momentum, and action.
- Crisp White → clarity, simplicity, and space for bold ideas.
Developed a clean, minimal aesthetic influenced by modern tech and software companies, positioning FSE as not just a manufacturer, but a forward-thinking solutions partner.

Brand Expression

Created guidelines and assets to ensure FSE’s identity could flex across digital platforms, trade shows, and corporate communications.
Built a system that reflects both precision engineering and American manufacturing pride.

Impact

The new FSE brand represents more than just a look—it signals a transformation. With a modern identity, they are better equipped to connect with global partners, attract new opportunities, and reinforce their leadership in automation solutions.