Grupo FSM
Driving a legacy
The power of a brand built on the simplicity of a symbol.
Grupo FSM is a multi-sector company founded in 1961, solidifying its leadership in key industries such as agriculture, construction, clean energy, and hospitality. With over six decades of experience, the group has continuously adapted and evolved, becoming a driving force for sustainable development in Gran Canaria. With a long-term vision and a dedicated team, Grupo FSM not only leads strategic projects but also builds a lasting legacy for future generations, reinforcing its role as a benchmark in sustainable development for the Canary Islands.
We explored each business area to understand the dynamics and structure of the group, weaving a common narrative that would provide coherence and storytelling power while highlighting the uniqueness of each sector. A major focus was establishing a consistent communication strategy, strengthening the link between the parent brand and its sub-brands.
The only requirement for the rebranding was to preserve the mountain symbol from the original logo—Guía Mountain, an iconic geographic landmark of the region.
With this challenge in mind, we redefined the brand with a clear purpose: to create a unique visual and narrative identity capable of linking the group’s image to its sub-brands and services, bringing consistency to the brand while making it relevant for new generations and competitive in an evolving market.
The isotype is built through a geometric reinterpretation of the mountain, distilled into just two core shapes.
These elements not only define the parent brand but also rearrange and combine in different ways to represent the various business units, acting as sub-brand identifiers. A visual language with multiple forms, designed for a multi-faceted brand that excels across industries.
The new symbol adapts to different contexts, reinforcing brand unity and strengthening its position in the market.
The goal was to unify and enhance its image across all business areas, implementing the new identity across physical spaces—offices, corporate uniforms, and signage—while also revamping its digital presence on social media and the group’s official website.
The process of building the visual content library began by defining the brand’s visual tone—establishing a solid, consistent foundation as a starting point. This resulted in an extensive gallery of photography and video, designed to support Grupo FSM’s communications across all channels.
The outcome is a cohesive visual narrative that strengthens the brand’s connection with its audience.
In partnership with Ysla.
Global Brand Identity Redesign. Creative direction, concept development, strategy, narrative, brand architecture, logo design, integrated graphic system, wayfinding & signage, art direction, audiovisual direction, content creation, brand activation & implementation, web design and social media strategy.
Multimedia gallery: @oliver_glezzz, @alemorn y @zhana_yordanova