In a world of AI-driven services, FasterLines wants to remain human. With several successful large clients who support the value of their offering, FasterLines was ready to prove they could outperform competitors and scale. The former FasterLines brand was fragmented, lacked recognition, and was framed with inconsistent messaging and competing value propositions. Given the huge potential and big vision, Motto® aimed to help FasterLines prospects easily understand the offer and go, “Wow, I need this!” instead of “Huh?”

Motto® facilitated in-depth dialogues and leadership workshops to grasp the pulse of the FasterLines essence. Through an in-depth culture assessment and stakeholder interviews, our team gained deep insights into the intricacies of the business and the unique FasterLines service. We collaborated on creative solutions to simplify and amplify who, what, why, and how we can move this line now. This collaborative experience culminated in actionable intel that drove the reshaping of the FasterLine brand, establishing the foundation for its refined value proposition and strategic direction.

The FasterLines business is built on the belief that time is precious. Everyone wants to be acknowledged, no one should feel forgotten, and everyone deserves to get where they’re going faster. And no one wants to wait in line. Both companies and customers benefit when a line moves efficiently, creating harmony on both sides of the counter. We captured this ideal experience through a strategic brand strategy built around the big idea, “Why Wait?”

The tone of voice is a key ingredient of FasterLines’ new brand. How would FasterLines say this? And so Flynn was born — at the crossroads of empowering, aspirational, and actionable — providing decision-makers with a new lens through which to view their operational flow. Flynn’s mouthpiece made crafting poignant branded copy and outward-facing communication much more aligned and effective, creating further cohesion and accessibility for the brand.

Standing still is the status quo. We designed a clear-cut visual identity embodying the energy of movement — a full system from type and graphic patterns to motion elements. The reimagined symbol screams motion, visually capturing the FasterLines essence. A green palette symbolizes momentum, while a simple complementary palette increases impact, flex, and variety. These dynamic elements can be scaled effectively, allowing FasterLines to extend into all industries where lines form — paving the way for exponential expansion.

With a wealth of creative assets at the ready, the final activation: a killer website. A home for the visual, verbal, and holistic brand architecture to take up residence. We workshopped the creative vision with the FasterLines team and then worked on the perfect sequence of pages to bring the brand story to life, with the unique value prop at the forefront. We designed a proprietary ROI calculator, built a knowledge hub for continued learning, and sourced the ideal imagery to tie it together.