FS
– Making a billion dollar tech business look good
FS started as a white label startup that provided add-on services to telcos in Latam.
With a potential sale in sight, the founders decided the company needed a memorable face.
That’s when I received the brief to work on the company’s rebrand. A key aspect of our work was a generative logo, which meant we could generate a imense amount of variations for the company visual identity.
This was done combining technology – we wrote an algorithm that securely pulled aggregated data from their servers – and design.
The work was a crucial factor during the negotiations with the Carlyle Group, a global investment firm, for which FS was sold in a hundreds of millions of dollars transaction.
With a potential sale in sight, the founders decided the company needed a memorable face.
That’s when I received the brief to work on the company’s rebrand. A key aspect of our work was a generative logo, which meant we could generate a imense amount of variations for the company visual identity.
This was done combining technology – we wrote an algorithm that securely pulled aggregated data from their servers – and design.
The work was a crucial factor during the negotiations with the Carlyle Group, a global investment firm, for which FS was sold in a hundreds of millions of dollars transaction.
![](https://freight.cargo.site/t/original/i/37969512b44fba4b2f6026c3a6b461f349025733ddf80a144dd9d6392bdbee31/Logo_Hero_Horizontal.png)
![](https://freight.cargo.site/t/original/i/c8bcd6fedc89aafe5269f373c983ae3bf705c92c15b1158a5aadf0e1bcf0a05b/Asset-13x.png)
![](https://freight.cargo.site/t/original/i/c3fcbb68ab8957e1a3bf3bab0acb1a4ec37a740fa9f45969964656677c10283e/FS_animation_5.gif)
![](https://freight.cargo.site/t/original/i/b63c44634dce3fd13305753c6854da9423e31661464ba9e7166e12592274cb65/FS_animation_2.gif)
![](https://freight.cargo.site/t/original/i/22e9425054ca1c3ed50e366a0419b0b9213f1964b3a888ae7e4b6f092535e06f/FS_animation_4.gif)
![](https://freight.cargo.site/t/original/i/d805dd46a225365964c9bf40c1211e50c02b3c16acd4007590d08b6787ca44d5/FS_animation_3.gif)
![](https://freight.cargo.site/t/original/i/42af0e24f44a9942fd5c21bf2492cf4c7550013cc5479da84311c1b9b8639de8/FS_animation_6.gif)
![](https://freight.cargo.site/t/original/i/04e2946c733f6e31a1f93a178fe5393e901137e9465fbbdc6872acfe06d25a91/FS_animation_1.gif)
![](https://freight.cargo.site/t/original/i/2e062cfd5f01e48566da3251e66bc2267fd51300f7f6f02bd0b9b16135da0082/cartoes4_FS.jpg)
![](https://freight.cargo.site/t/original/i/932042ba811b8dcbcba0ff3260b2870b70a482a21043858ff35932208c2dc3f7/logos_GRID_2.jpg)
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