FidecoAbout
Editorial Design · UI Design · Print & Digital · Brand Application
Fideco is a Swiss food distribution company with a broad portfolio of products and a digital ordering platform. Over approximately three years, I worked continuously with the brand across print and digital, from brochures, flyers and photography to website content and the design of its mobile ordering app.
Rather than creating a new identity, my role was to work within an established visual system and find new ways to communicate while keeping the brand recognisable and consistent.
WORKING WITH AN ESTABLISHED BRAND
Fideco already had a defined identity, including its logo, colours, typography and characteristic graphic elements.
My challenge was therefore different from a rebranding project: how do you keep producing new communication without either losing the brand or simply repeating the same design? I used recurring elements such as colour, typography and the brand’s characteristic framing style to create continuity, while allowing composition, imagery and individual layouts to respond to the content and format.
EDITORIAL & PRINT
I designed brochures, flyers and promotional materials using Fideco’s existing visual identity. Working with supplied content, I developed layouts, compositions and imagery that kept the brand consistent while giving each piece its own visual character. It also strengthened an approach that has become important in my work: consistency does not have to mean repetition.
MOBILE APP
One of the largest individual projects during the collaboration was the design of Fideco’s mobile ordering application. Together with my creative lead, I developed the interface from the ground up, ultimately designing more than 30 screenscovering different stages and states of the ordering experience. My work included the overall visual interface, screen layouts and iconography, created primarily in Adobe XD and Figma. Unlike a static communication piece, the app required me to think about how individual screens connect and how design decisions affect the way someone moves through a digital product. Feedback rounds helped us refine solutions where usability could be improved, before handing the designs and assets over to the development team. This process gave me valuable hands-on experience in the relationship between UI design, user behaviour and functionality. Alongside the app, I created a complete icon set for the website, establishing a consistent visual language across its digital content. The resulting application was launched and remains available today.
CONTENT & VISUAL PRODUCTION
My involvement with Fideco extended beyond print and UI design. My work also included website updates, image editing, food photography and social media reels. For the reels, I selected the strongest scenes from footage recorded by my boss and team, chose music, edited the videos and adapted them for different platforms.
Working with Fideco continuously rather than on a single campaign gave me the opportunity to see how a visual identity behaves over time, across different formats, changing content and new digital requirements.
- My roleEditorial Design · Print Design · UI Design · App Design · Web Content · Iconography · Image Editing · Photography