Case study · Fliteline

A brand finished, then given a system

Fliteline came to us mid-rebrand, with a new logo from its previous agency. We finished the identity, carried it into every document a customer sees, and in 2026 refreshed it and built it into a design system of Fliteline's own, which new sites and tools start from.

Client: Fliteline
Built: Identity, documents, design system
Carried into: Website, documents, social, tools
Refreshed: 2026

A new logo is not a brand until everything carries it.

The problem. Fliteline had a new logo and the start of an identity. The website, the quotations, the agreements and the brochures did not carry it yet, and each new piece meant deciding the brand again.

The approach. We finished the identity and put it to work: the website first, then every document a customer sees, from the quotation and the charter agreement to the white papers and brochures. In 2026 the brand was refreshed and built into a design system in code, so a new page or tool starts on brand.

Fliteline's design system, running as code.

Pick a colour or a type role to see the token behind it, as CSS or as Tailwind, with its contrast checked.

Token to code

Ink

Primary text, the wordmark, dark buttons

:root {
  --fl-ink: #1F2839;
}

.button {
  background: var(--fl-ink);
}

On white: 14.8:1 · AAA
On Fliteline ink: 1.0:1 · Decoration only

Every document a customer sees.

The quotation, the charter agreement, a white paper and the brochure, redrawn here with invented details.

Quotation

Charter agreement

Quotation

Charter agreement

What the brand covers

One identity, from the first quotation a customer receives to the newest tool.

The identity completed from the new logo: colour, type and the chevron that frames every cover
Quotations and charter agreements in the house style
White papers, each with a landing page and a LinkedIn ad
Brochures for each service, to download from the website
Business cards, letterheads and templates
A 2026 refresh, with the stepped mosaic that joins one section to the next
A design system in code: colour, type, logo, mosaic, motion, components and social templates

Where it stands

The refresh is rolling out now, website first. New pages and tools start from the design system rather than a blank page, and the same mosaic and type run from the website into the documents and the social templates.

The result is that Fliteline looks like one business wherever a buyer meets it, which is the point of a brand for a broker whose work is hard to see.