Styker came to us for our help with branding their Financing division. Previously, they had not branded this division and felt they were lacking in the area. There were so many benefits to financing with them, they needed to get the word out to their customers and sales staff.
We started with a name, after many rounds of brainstorming, we landed on Flex Financial. We felt the word "flex" had multiple meanings here. From there we developed a logo. The logo had to be locked up with the Stryker logo at 50%. We wanted an organic feel to the logo and used the Stryker brand color palette. We felt the X in flex represented the human side of the business, which is why the company exists in the first place!
From there we developed brand standards, business cards, product spec sheets, and concepted for magazine ads, bus ads, email blasts, and of course swag.