FS Parker

FS Parker is a boutique agency for brand communication, digital content and storytelling based in Zurich. It strives to transform the way clients tell their brand stories to reach long-term brand success. With a diverse team from nine countries and with various backgrounds, FS Parker operates within the formula: Corporate Thinking x Designer Execution. The development of a deep understanding of a client’s problem is paired with outside-the-box design thinking to achieve extraordinary creative. FS Parker is a recognised member of Leading Swiss Agencies and recent winner of a European Corporate Media Award 2022.

Interview with FS Parker

Red Dot: Was your award-winning work inspired by current social issues?
FS Parker, Hannes Sigrist-Thompson: Awareness for women’s football is higher than ever but there is a long way to go yet when it comes to equality; not only in football but also in general. I was raised by a single mom, so I’ve always been around strong women. It only seems fitting that we would eventually brand and redesign a women’s football team to look as strong and professional (if not stronger) than the men’s teams who are usually in the spotlight. The new brand for GC Zurich Women’s Football is also the first result of our ongoing mission to shine spotlights on real heroes and create more equality.

What makes your work unique?
Hannes Sigrist-Thompson: I believe that our work stands out because we tend to have a very close collaboration with and a deep understanding of our clients; always aspiring to leave a unique mark. Our designs function best when they truly convey the characteristics of the project. In the case of GC Women’s Football for example we felt that the strong visuals and proud attitude of the players blended perfectly together.

To what extent do you think new technologies are changing design?
Toni Pihlaja: We are already seeing experiments with AI-generated images used in advertising. Successful brands will always be curious about new possibilities to share their story. Therefore, designers need to be on board from the get-go. These new solutions enable designers to venture beyond their niche, which I believe will eventually result in more expressive and unexpected design. However, this will take time, as we need to learn how to make the technology serve us, instead of us serving it. In the meantime, we will probably see some gimmicky AI-designs just for the sake of it.

How would you define good communication design?
Toni Pihlaja: I look at communication design as a combination of a message and a vessel that transports the message. The vessel needs to adapt to different types of messages and feel familiar, yet exciting, to the audience receiving them. The vessel must work in all the terrains relevant to the communicators. Message and the vessel need to feel as if they are carved from the same tree. They both must speak the same language and share the same core story. If the message receivers feel one or the other is out of place, the sender will be lost for them. In other words, good communication design is coherent, flexible, evoking and thrilling but comfortable.

Which three adjectives best describe your award-winning project?
Bold, honest, empowering.