Fortera Logos — Michael Chen Design

Fortera’s brand went through leadership changes and was redirected several times, drifting from its original concept. This case study aims to reshape the brand around its founding intent: reducing global CO2 emissions and becoming a leader in the cement industry.

Team

Michael Chen - Graphic Designer

Illustrator

Figma

Photoshop

After Effects

Brief

Redesign the Fortera brand around its founding purpose: reducing global CO2 emissions. The new brand should emphasize the impact of solving this problem and explain, in plain terms, why the technology matters. Through its messaging, visual identity, and tone, Fortera should come across as a problem-solving innovator and a leader in sustainable cement, helping decarbonize the industry.

The Challenges

Fortera’s current branding lacks cohesiveness, with messaging, visuals, and product names that don’t consistently reinforce one another.
The brand does not yet look built for global growth, which makes it harder to signal the scale and ambition of its mission to international partners.
The target audience is unclear, since the brand speaks to contractors, cement producers, corporate buyers, and investors without a clear path for each.

The Solutions

Narrow down the visuals into a shape that is more recognizable and consistently applied throughout.
Keep the color palette simple but meaningful and with chosen with intent.
Continue use of “real” photographs that show real word impact.
Use of more motion and animation.

Pinpointing Issues

The brand messaging lacks a clear mission, leaving the goal of reducing global CO2 emissions buried rather than front and center.
The color palette is inconsistent across materials, which weakens recognition and makes the brand feel less polished.
The brand has no visual design system, so there are no shared rules for typography, color, imagery, and layout to keep future work consistent.

Design Inspiration

White was a recurring theme I identified, representing what makes Fortera’s product unique: a limestone-based cement with minimal additives that produces a whiter finish. Blue represented the future and the hope the brand wants to achieve through its sustainability efforts.

Design Tools

Starting with sketches, I gradually introduced digital elements, moving into Illustrator and then Photoshop to complete my mockup images. I created all of the motion in After Effects to bring the brand to life.

Pen and Paper

Illustrator

After Effects

Photoshop

Visual Design

Blue became the primary color to represent looking forward to the future. Green was chosen as symbol for sustainability. These visuals were built around a set of keywords chosen for the style I wanted to achieve: structure, system, order, team, commitment and purpose.