A new look for a new, bigger chapter

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Farco was created in 2020 at the very beginning of the pandemic by Brian Farrell and Fernando Báez, two creative directors looking for a new challenge. Designers by training, our main focus has always been delivering exceptional quality to our clients and the end user, with the idea that the business success would follow. That approach has allowed us to grow organically through client growth, maintaining long-term relationships with the majority of them.

Now with more maturity and confidence, we want to reflect our new position with a more refined, deliberate brand that represents where we are today. We have always been very proud to be a digital product studio executing really big work, and the new brand and website highlights the scale at which we are making an impact and our commitment to exceptional quality for ourselves, our team and our clients.

Far from standard

As a digital studio, we often bring in creative support from our network, experts in their own niche disciplines, to help us in important moments of a project. In this project we partnered with Rúben Diez, a genius at illustrative graphics, to help us conceptualize and execute our new key graphic and visual language. We knew we wanted to represent our relentless pursuit of excellence and how this studio mindset consistently delivers solutions that are ‘far from standard’. We decided on a star graphic because it has a feeling of something aspirational but within sight.

As Rúben states “Far from standard is not just a concept. It is a commitment. Don’t be limited by aspirations, make them a reality. The star is not just a bright spot in the sky, it is a clear guide towards tangible solutions that exceed traditional expectations.”

Because we pride ourselves on going the extra mile, we knew that we wanted something more sophisticated and smart than just a simple 2D star. Working closely with Rúben, we drew over 100 versions of a star before arriving at what we call Farco’s ‘Starbeam’—an aspirational symbol of something attainable through the application of extra thought and care.

Made by a human

We then extended this concept of ‘far from standard’ to the entire brand system. Typography plays a pivotal role in communicating our brand's essence. We chose a sophisticated serif typeface for elegance and a versatile sans-serif for modernity, achieving harmony and a contemporary flair.

We wanted to extended the color palette with both muted and vibrant tones, reflecting the energy and personality of our brand and team. This system also adds a new minimalistic line graphic that adds a sense of movement and intrigue to the overall design language.

Together, these elements form a toolkit that allows for creativity and expression, offering a beautiful balance of variety and consistency. This new design language isn't just about aesthetics; it's about fostering engagement and participation. It marks the beginning of an exciting evolution for our brand, emphasizing a human touch in every detail.

A stake in the ground

We often council our client partners about the importance to have a clear market position, directly communicating the brand’s value proposition and differentiation from other options in the market. Yet at Farco, for the first few years we were throwing a large services net to capture any type of client, similar to the majority of traditional agencies. This allowed us to grow but diluted our value proposition. We decided to change that and put a stake in the ground, communicating our areas of expertise in a simple, direct way.

For the last two years we have nurtured and expanded three core services: design transformations, white-label solutions, and venture building. As we highlight on the homepage videos and subsequent case study pages, each focus area has a rich and diverse client base that has allowed us to extend our knowledge in these areas to exceptional levels, creating a key point of differentiation in the marketplace.

With the new brand and website we’re excited for this new chapter of Farco, maintaining our original focus on quality and scaling it to new teammates and clients. As we say often in the studio, so far so good!

Written by Brian Farrell, Founder and Managing Director of Farco

For more information, please reach him at brian.farrell@farcostudio.com

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