FCS is a not-for-profit event management organization based in Orlando, Florida. You may know them as the host of the Cheez-It Bowl, the Pop-Tarts Bowl, and the FC Series. With a proud 75+ year history, FCS has long been a pillar of the Central Florida community. However, a series of rebrand efforts over the years had led to a fragmented identity, lacking emotional resonance and failing to capture the full scope of the organization’s programming. To address this, FCS needed a refreshed identity that would both honor its legacy and connect with younger audiences. Our solution was to modernize the brand by reintroducing the iconic citrus tree logo from the 1980s, infusing the leaves and branches with fresh energy and outreach. Vibrant, hand-touched elements symbolize growth and community. Retro typography and a flexible grid enhance the visual identity, striking a balance between a distinctive presence and adaptability for a wide range of events. This refreshed identity now truly reflects FCS’s mission: to enrich the lives of those in Orlando and Central Florida, ensuring that every event creates lasting impact and fosters a thriving community.