Posted 1st July 2013

Change Happens. Get Ready for the New Fi.

Change is essential. It powers progress and occurs when we have the courage to honestly evaluate who we are and what we stand for. Fi is, and has always been a disruptive agent of positive change within the digital industry. While that won’t change, other things about us will, including such cornerstone elements as: F-i.com , our positioning, our services, our brand and our philosophy. These changes will be fully unveiled in a few short weeks. For now, please enjoy the following sneak peek.

 

We’ve redesigned F-i.com

Marquee Driven - Homepage marquees done right facilitate effortless, drive-by browsing because they’re clear, to the point and represent brands in a visually impactful way. For these reasons and more, we’ll be leveraging them heavily on the new F-i.com.

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Less is more - Great design can actually make information more meaningful by helping people understand it more easily, more quickly, and sometimes even more deeply. Iconography and illustrations are a great example of this, and we’ll be making heavy use of both on our new site, while reducing the amount of text throughout.

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css3 Driven -  Now is an exciting time in web development. The changes represented in CSS3 represent a fundamental shift in how we think about building experiences and have opened up new capabilities at a pace that has not been seen in some time. Media queries, namespaces, selectors, advanced frameworks and modular techniques now rest like gleaming weapons in our toolbox alongside our legendary commitment to quality and detail. We’re not abandoning the past, but we have embraced the future.

 

Agile New Framework – Because our current site doesn’t facilitate improvements and micro-innovations, designing a framework that supports these things was another major requirement. The new framework will allow for phased releases, experimentation and additions wherever and whenever necessary.

 

We’ve redefined our positioning

In short - ”We are Fi. A Digital Design Agency that specializes in the architecture, design, and development of award-winning digital experiences. With a specialized focus in creative strategy and interaction design, we approach engagements with a heavy bias towards aesthetics and innovation within the digital space”.

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We’ve redefined our services

Technology is evolving, the marketplace is transforming and we’ve decided to redefine our services as a result. Together with our clients, we’ll continue to uncover ways to disrupt industry norms and drive engagement via the following core services:

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We’ve redesigned our brand

When potential clients and applicants glance our way for the first time, we want them to instantly understand who we are and what we stand for. We asked ourselves what typeface would best represent us. The answer is a customized version of Helvetica Neue Bold. A lot of thought and careful consideration also went into choosing our brand color. We conducted thorough testing, applying the finalists to an array of internal documents and presentations to ensure we had identified just the right hex color. The winner is #d81415, henceforth to be known as “Fi red”.

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New Secondary Colors - We’ve also developed an entirely new secondary color palette and a simple design language with iconography and illustrations that place an emphasis on visual storytelling. The examples you see below certainly aren’t the new and polarizing iOS7 icons, which have been called everything from daring and radical to half-hearted Android rip offs. Nor do they represent the older, global illumination style we’ve been using for several years. Instead they are playful, intelligent and informative.

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We continue to invest into our case studies

Our case studies are simultaneously famous and a huge time investment, albeit one that kick started a trend in how others display and tell the story of their work’s genius. We plan on evolving what we started. New case-studies you should expect shortly from Fi are:

  • The Future of The Airline Website
  • Wacom.com
  • USA Today
  • The Nick App

 

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We’ve redesigned our philosophy

Although the new F-i.com will launch in just a few short weeks, some sections will follow later. Those sections include: Jobs, Our Process and About Us. We’ve chosen to do it this way because things are moving fast, we’re busy and it just can’t wait any longer. After we get it out the door we’ll circle back and build upon it later. This new philosophy of pushing out rapid improvements and iterating quickly will become more apparent in the months to come. It’s a change for us. A progressive and disruptive change. And it’s the new Fi. I’m certain you’re going to like it..

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About Fi:

We are Fi. A Digital Design Agency that specializes in the architecture, design, and development of award-winning digital experiences. With a specialized focus in creative strategy and interaction design, we approach engagements with a heavy bias towards aesthetics and innovation within the digital space.

F-i.com    /   Facebook.com/Fi    /   Twitter/F_i