A new identity and redesigned website propel FCTG to new heights.

FOREST CITY TRADING GROUP

Above and below, a selection of the many logo options explored during the FCTG brand refresh process.

The top of the page is used to establish the tone of the new brand: sharp and sturdy, but personal, with flashes of bold energy.

Navigation is simplified drastically, stripping down menu items by half.

A promotional video peeks above the fold; users see only a looping, silent edit of environmental footage until they choose to play the video.

The structure of the page is set up so that multiple types of content can sit neatly within it, from full screen videos to dense text-heavy blocks and everything inbetween.

In addition to a unified footer, pages also make use of the penultimate section to broadcast a bright yellow contact message that changes within the context of the page.

A detailed brand guide is created, laying all new brand elements and rules out in a way that’s easily accessible to any employees that may need to look them up.