I’m a Senior Digital Designer working at the intersection of brand governance and digital production - combining strategic thinking with hands-on craft to build structured, scalable creative solutions.
With a strong agency background and experience producing high-end digital work for global brands such as Dell, Amazon and FLS, I specialise in elevating brand systems through digital design and motion-led storytelling.
At FLS, I play a central role in shaping visual direction across the organisation - guiding agencies and internal teams, reviewing creative output, and developing scalable design frameworks used globally.
Recent work includes a corporate brand refresh, Corporate Visual Identity (CVI) evolution, full website redesign, expanded use of video and motion across brand communication, and the creation of a global Brand Hub with structured assets and templates adopted across the organisation.
I’m driven by clarity, structure and craft - building creative systems that help brands communicate consistently and effectively at scale.
Contact
Andy Christie
Roskilde, Denmark
Skills
Creative Direction
Brand Systems & Governance
Corporate Visual Identity (CVI)
Digital Design
Content Creation
Motion Design & Video
Website & Digital Platforms
Project & Stakeholder Management
UI Design & Usability Fundamentals
Recent Brand & Digital Transformation Highlights
FLS Corporate Brand Refresh & CVI Transformation
I played a central role in the comprehensive update of the FLS Corporate Visual Identity (CVI) during a major organisational transformation from FLSmidth to FLS.
Scope included:
• Full visual system overhaul (excluding logo and core brand colours)
• Creation of scalable design assets and governance tools via the Brand Hub
• Creation of FLS Sans custom typeface
• Redefined graphic language, illustration style and motion principles
• Development of video frameworks and global design templates
• Creation of FLS Sound - the distinctive sonic logo and branded music system
Impact: Elevated brand perception and established a distinctive, cohesive and modern identity across digital, physical and event platforms.
Link to website: FLS.com
Elevating Brand Communication Through Motion Design & Video
Motion and video play an increasingly important role in modern brand communication. At FLS, I've helped expand the brand’s use of animation and video across digital platforms - translating complex ideas into clear, engaging visual narratives.
With a strong agency background in motion design and video production, I move seamlessly between concept, design and execution - defining motion principles at a brand level while producing high-quality content when needed.
As part of the wider CVI evolution, I developed motion design principles and animation styles that translate the brand into motion and guide how it behaves across digital communication.
The following examples illustrate how motion and video were applied within the broader FLS brand system to communicate ideas clearly and consistently across digital platforms and large-scale event screens.
Impact: The expanded use of motion and video strengthened brand engagement across digital channels, generated strong internal and industry feedback at global events, and contributed to significant audience growth across FLS platforms.
FLS Sonic Identity
We collaborated with agency partner Mute to develop a cohesive sonic brand for FLS. The part of the identity that you can hear.
I helped to define the creative direction for a distinctive sonic logo and branded music system to ensure consistency across video, digital and event touchpoints. Integrated sonic identity into brand guidelines and motion frameworks to reinforce recognisability across platforms.
Impact: Strengthened brand recall and created a unified multi-sensory identity.
FLS Reach - Concept & Dealer Network Identity
Originated the naming, concept and visual identity for FLS Reach - a global dealer network initiative.
Developed strategic positioning, visual system and brand assets to secure internal approval and stakeholder buy-in. Built a distinctive yet connected identity architecture aligned with the parent brand while allowing operational flexibility.
Impact: Enabled strategic expansion through a clearly defined and scalable dealer brand platform.
Excel™ Foundry & Machine - Full Brand & Visual Identity Creation
Led the end-to-end brand transformation for Excel™ Foundry & Machine following its strategic separation from FLS.
Modernised legacy logos and visual assets while establishing a completely new visual identity system, including typography, colour architecture, graphic language, digital templates and brand guidelines.
Developed a dedicated Brand Hub and supported the creation of a standalone website.
Impact: Delivered a cohesive, modern brand platform enabling EXCEL to operate independently with clarity and confidence.
Link to website: Excel Foundry & Machine
