fp. initially asked Ion to develop a new interface for their web based application. We recommended an overhaul of their brand in order to better appeal to their designer based target market. We developed a strategy around the tagline “do more” that utilizes the concept of universal simple machines (wheel, pulley, lever, wedge and screw) that effectively reinforces both the simplicity and power of the software. Working with illustrator Adam Rogers, a series of fun vignettes emerged that tell the story of a studio manager achieving super-human things for his firm. The logo and identity are kept simple and clean utilizing the ubiquitous Helvetica – again, appealing to the designer sensibility. functionpoint.com