At Fix & Form we are excited to highlight another client, Freya Systems. Working alongside CEO Ben Johnson and VP of Marketing Cindi Sutera, we guided Freya Systems through our Brand Therapy process, a brand strategy and refresh series designed to uncover and articulate the deeper story behind the brand.
Who is Freya Systems
Freya Systems simply put is a company dedicated to improving efficiency through a multitude of solutions targeted at a range of industries. More specifically, they target clients of aviation, defense, utility/water, and manufacturing.
What Freya Systems Was Trying to Solve with Brand Therapy
When we first met Freya Systems through one of our agency partners in Pennsylvania, their leadership team knew something wasn’t working. Their website was jargon-heavy, filled with insider language that made sense to engineers but not to decision-makers or everyday users. Their positioning was also unclear, with industries and service offerings that felt cluttered and included audiences they no longer served. On top of that, the company had recently refreshed its internal core values, but none of that intentional work showed up on their public-facing site. In short, the brand wasn’t connecting with the people they most wanted to reach.
The Process: Brand Therapy In Action
As we do with every Brand Therapy Session at Fix & Form, we started with digging deep into the company, focusing on identity, naming, target audiences, culture, and values.
Founder Story
In the early sessions, we began with the founder story. Freya Systems is named after the Norse goddess who watched over ships at sea, and together with Ben we explored how this mythology could symbolize the company’s role as a guide, providing clarity and protection for organizations navigating oceans of data. This story became central to their messaging and now lives on their website.
Core Values
At the same time, we carried forward their recently defined core values. Since these values were strong, impactful, and aligned with their mission, we chose to integrate them into the new brand strategy and refresh brand guidebook rather than reinventing them. We also streamlined their audience focus, eliminating outdated targets and creating sharper alignment with the industries they actually serve today. Finally, we restructured the website wireframe and user experience, ensuring that their services could be understood by anyone, from a PhD-level engineer at Lockheed Martin to an 18-year-old government contractor entering the workforce.
The Outcome
The result is a brand and website that finally match who Freya Systems is and what they deliver. Their refreshed site now communicates clearly, highlights their services in a straightforward way, and tells their story with purpose.
More than just a website project, this was about aligning identity with mission. Freya Systems doesn’t just manage data; they help massive organizations, from aerospace giants to government agencies, make data usable, accessible, and actionable. And now, their brand speaks that truth.
The refreshed Freya Systems brand and website now tell a clear and human story rooted in their origin and mission. Their service-based offerings of consulting, workshops, and organizational data reconfiguration are explained in straightforward language, free of unnecessary jargon. The user experience balances technical accuracy with accessibility, making it possible for specialists and non-specialists alike to understand the value Freya brings. What once felt like a site filled with “mumbo-jumbo” has been transformed into a confident, engaging platform that communicates exactly who Freya Systems is and what they do.
A Story That Resonates
At Fix & Form, we believe every brand has a story worth telling. For Freya Systems, it was about pulling mythology, mission, and values together into one cohesive narrative, one that makes sense to the people they serve, at every level. Whether you’re navigating a ship at sea or the complexity of big data, clarity is what keeps you moving forward. Freya Systems is proof that a brand refresh doesn’t always mean starting from scratch. By carrying forward what was already strong, clarifying what needed focus, and weaving in a story that resonates, we were able to create a brand identity that feels both authentic and compelling. Today, Freya Systems has a digital presence that finally matches the impact of their work: making complex data usable, digestible, and actionable.
Key Takeaways for Your Own Company
Freya Systems’ brand strategy and refresh offers important takeaways for any organization looking to communicate more clearly. The first is that clarity beats complexity every time. Technical expertise is valuable, but if your audience can’t understand what you do or why it matters, they won’t engage. Simplifying language doesn’t dilute your credibility — it makes your message accessible to the people you most want to reach.
The second lesson is that you don’t always have to start from scratch. Freya had recently invested in defining strong core values, and instead of reinventing them, we built upon that foundation. A successful brand refresh often means identifying what’s already working and carrying it forward with intention.
Finally, storytelling is what turns information into connection. By weaving the Norse goddess Freya into the company’s origin story, we created a narrative that gives their brand meaning and memorability. Facts inform, but stories resonate. For any brand, finding and telling that deeper story can be the difference between blending in and standing out.
Why Clients Choose Fix & Form
Curious to learn more about why clients beyond Freya Systems choose Fix & Form? Hear from clients firsthand personal testimonies below.
Transparency
“Working with Anne at Fix & Form was an incredible experience. The transparency of process paired with her ability to challenge the boundaries of a narrative helped us create the framework required to take our brand to the next level. We look forward to a continued partnership with Anne and would highly recommend Fix & Form for brand strategy.”
Dedication
“Anne has been great from the start and I know we aren’t done yet! She helped me establish the foundation for the creative to grow into, and we had so many brainstorming ideas that I know I’ll come back to her when it’s time to execute. She really takes the time to get to know you, your brand, your goals and aspirations and puts it all together with a nice bow on top. I couldn’t have asked for a better partner in the branding process!”
Expertise
“Anne was an absolute delight to work with. She is very knowledgeable and helped me immensely with my business rebrand. She is now my go-to for anything related to branding and business strategy”
Relationship
“Working with Anne from Fix & Form has been nothing less than enlightening, productive, motivating, and empowering. She has a very unique talent for breathing life into others’ visions, and using modern techniques and strategies is able to create a foolproof plan of attack to execute ideas and teach you how to use the tools along the way. I’m better as a professional, and more in love than ever with my ideas as a result of working with her.”
Intrigued by Your Own Brand Development?
You are in luck! At Fix & Form we are excited to announce our monthly marketing plans that tailor support to whatever need you have in any part of your brand or rebrand journey. Brand development can come with uncertainty, as it did for Julie and Colorado Dance Arts, but at Fix & Form our one mission is to help ease that process.
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Interested in learning more about Fix & Form, want to hear more stories, or connect with us directly? Check out our case studies, schedule a discovery call to meet with Fix & Form, or send us a message to connect! We look forward to hearing from you and discovering how we can collaborate to create something amazing together!
