An Israeli startup founded by General (res.) Aharon Zeevi Farkash, former head of the Israeli Military Intelligence Directorate, FST offers solutions for secured access control based on biometric technology using facial and movement identification. The company’s vision, which is about creating a paradigm shift in security, underlies the brand strategy and language that was developed, in which security and safety need not impede the pace of life of ‘good people’.

In accordance with the company vision, the brand promise that was chosen to spearhead the brand is Secure Access at the Speed of Life. The brand language is based on green as the main differentiating color, reflecting inspiration and a positive perspective.

Underneath the message and the proposed differentiating value Seamless Access Ultimate Security, various icons were designed expressing the advantages of the technological and the product.

The branding process also included a rethinking of the company name, and its brand architecture, resulting in a renaming of the technologies and products in the company portfolio.