At FMP, we’re proud of our people and the creative solutions we bring to our work. Let’s take a closer look at both today in our chat with consultant Ian Hamilton. Ian walks us through his background, his approach to branding/strategic design projects, and more.

Tell us about your educational/professional background and how you came to FMP.

I majored in environmental science in undergrad at the University of Pittsburgh before pursuing a master’s in industrial-organizational psychology at George Mason University. I first heard about FMP through a human capital consulting challenge that some of my professors recommended as a great opportunity to gain experience in the industry.

The challenge ended up being a terrific learning experience. The FMP staff hosting the event were welcoming and made it clear they were looking for strategic and intentional solutions to the hypothetical client problem we were asked to solve. I was especially impressed by how detailed and thoughtful the judges’ feedback was. From that experience, I knew I still had a lot to learn about human capital consulting, but I was drawn to the variety of work, the problem-solving aspect of the profession, and the care FMP consultants put into their work.

Fortunately, during my second year of graduate school, FMP was looking for summer interns. I applied, was accepted, and, after finishing my degree, I joined FMP full time. It has been four years since then!

Can you walk us through your design process and how it shaped the logo for FMP’s newly launched newsletter, The Intersection?

One of the things I enjoy most about consulting is the opportunity to continuously learn new skills based on what clients need. Over the years, one of the more unexpected skills I’ve had the opportunity to develop is graphic design. As I’ve gained experience, I’ve also developed a process that helps me approach design challenges in a thoughtful and intentional way.

One recent opportunity to put that process into practice was designing the logo for The Intersection, FMP’s soon-to-launch newsletter designed to help us stay connected with current, former, and future clients, employees, and friends of the firm. Using that project as an example, here’s how I typically approach a design challenge.

For me, the process generally follows four steps:

1. Define the boundaries. Every design project comes with constraints, whether they’re related to branding, audience, format, or purpose.

For The Intersection, defining the boundaries meant working within FMP’s existing brand identity. FMP’s logo is actually based on a real six-piece puzzle known as a burr puzzle, and since this was an FMP-branded publication rather than a full rebrand, I wanted the newsletter logo to feel connected to that existing logo while still having its own identity.

2. Consider purpose and meaning. Once I understand the boundaries, I think about what the design needs to accomplish and what ideas it should communicate.

With that in mind, I wanted the logo to represent the concept of an intersection while also reflecting the connections the newsletter is intended to create.

3. Explore inspiration. At this stage, I start researching related designs and exploring different visual directions to get a sense of what works and what doesn’t.

For this project, I researched logos that used the idea of an intersection in different ways and looked for inspiration from existing designs. At the same time, I drew inspiration from FMP’s existing brand and logo.

4. Experiment with design. This is where ideas become actual designs, and I can start seeing what works visually.

I started by exploring more literal interpretations of an intersection. In some concepts, I emphasized the crossing points already present within FMP’s logo. In others, I added white lines throughout the design to create a more obvious central “meeting point” (or intersection). I also briefly experimented with incorporating visual elements related to a newsletter into the design and explored creative ways to use the white space around the logo.

While I felt like I was getting closer, the designs still felt incomplete, and I knew I hadn’t quite found the right solution yet.

At that point, I revisited the burr puzzle I received when I joined FMP (see Figure 4). The puzzle consists of six pieces, and, while taking it apart is easy, putting it back together is much more challenging.

As I thought back to learning how to solve it during my internship, I started thinking less about what the puzzle looked like and more about how it worked.

That’s when it clicked. Solving the puzzle requires separating the six pieces into two distinct groups and then bringing those groups back together in a very specific way. The solution to the puzzle was the intersection of those two groups of pieces.

That realization became the foundation for the final design. I ultimately landed on a concept that highlights those two groups of puzzle pieces using FMP’s blue and orange brand colors.

How do you balance creativity with strategic communication goals?

For me, balancing creativity with strategic communication goals starts with understanding the strategy behind the project. Before I start designing, I want to know what the design is trying to accomplish, who it’s for, and what message it’s supposed to communicate.

Without that context, you could go in almost any direction creatively. While that freedom might sound appealing, I’ve found it actually makes it harder to make progress on a design or feel confident in the decisions I’m making along the way.

That’s why I spend so much time up front thinking about the goal of a project, the audience, and the message I want to communicate. Once those pieces are clear, I have a framework to work within, which makes it much easier to explore creative ideas with intention.

The logo for The Intersection is a good example of that balance. There were plenty of creative directions I could have pursued, but the strongest solution wasn’t necessarily the most visually complex. It was the one that aligned with FMP’s brand, reflected the purpose of the newsletter, and helped communicate the idea behind it.

What design tools or best practices have you found particularly helpful?

Adobe Illustrator, Photoshop, and InDesign have probably been my most valuable design tools. I use them for everything from exploring early concepts to refining graphics and putting together final products.

When you’re not working, where can we find you?

Outside of work, I’m usually spending time with my wife, Noelle, whether that’s watching Philly sports, hanging out with friends and family, or wrestling dirty socks away from our dog, Koa. 

Over the coming weeks, keep an eye out for the launch of our newsletter, The Intersection!

Zoe Nerantzis joined FMP as a Consultant in May 2021 and works with the National Science Foundation team by supporting NSF’s learning and development branch. Zoe is from Rockville, Maryland and can generally be found reading fantasy novels, working out in her basement, or rooting for the Washington Football team.