Fatjoe is a productized white-label SEO and digital marketing platform designed for marketing agencies, freelancers, and in-house teams.

SEO is often seen as complex, technical, and difficult to handle for someone who really needs it. Particularly for agencies, delivering it consistently - this means juggling between specialist talent, freelancers, vendors, and a constant stream of client work. This is nothing less than a headache.

Fatjoe hits it different - they make SEO feel as simple as ordering a product online. Choose the service you need, place an order, track it through the platform, and get the deliverables back and track the results.

We've worked together on aligning their brand values with how it appears on social media.

Brand strategy

Tone of voice alignment & directions

Visual Identity Refinement & Expansion

Social media templates in different formats

LinkedIn banner design (both employee personal, and company page)

Instagram feed logic & on-brand highlights

Set of custom icons & stickers to support the further collateral

Fatjoe is a highly established brand - it already had tons of personality. However, there was a huge gap between the website as a main touchpoint, and how it appeared on social media. There was no consistency. Docs said “bold & anti-establishment”, while social posts looked cute, playful and overly friendly.

This was a great chance to bring everything back under one recognizable visual language that allows the brand to grow further and expand with clear purpose. We needed to find a good balance fun and professional. FatJoe needed to feel cool, confident and absolutely not corporate, while still communicating that there's serious team of experts that are hard on work. It needed to speak to B2B, but not in a common, boring way.

The challenge was that the existing brand already had a recognizable visual language in place, and we needed to stay close to it - keeping the existing logo and key colors from the website, while finding new ways to stretch and evolve everything around them.

I came in to create a visual system that could turn the attitude, and existing brand haritage into something that marketing team can consistently build on - across LinkedIn, Instagram and beyond, and be seen as a single entity. Something unmistakably fatjoe, but fresh enough to attract the new audience.

We started with stepping it back, and shaping the ideal person we'd like to talk to, and the way we'd do that. After the brand questionnaire & exercises were in a solid place, we turned to the Stylescapes™ to get on the same page for the updated visual direction.

Stylescapes give a glimpse into the brand world fast. Rather than being an abstract moodboard, it is a more tailored compilation of referenced elements that could make the new brand language. The goal at this stage is to nail the "feeling" a person would have when interacting with the refined brand.

We went with 3 distinct directions, ranging from the most "safe" to the most "anti-establishment". The latter was that the team agreed on, although we needed to make some further refinements to stay closer to the initial brand - such as limiting the fonts, avoiding more funky angles and using less of the extra colors.

We established what makes people choose & love fatjoe, and how that personality translates to social. Using the existing website as our foundation, we developed a complete visual system to bring the brand in line with its ethos - from tone of voice, color & typography to layouts, custom icons and a flexible set of social templates.

The result was a refined personality that is now in tune with every single touchpoint the brand has - including website, social media, paid ads and brand merch, and is flexible enough to be managed by fatjoe's marketing team.