Flud, the tech start-up headquartered in San Diego has done something revolutionary… and Basic worked with them to launch it. The new Flud is the world’s first socially-driven news platform architected for professionals, teams and businesses. It empowers professionals in any business to privately share important news, intelligence and announcements with their colleagues. As Flud’s agency of record, the Basic team worked with them throughout the “pivot” process and executed a comprehensive rebrand across a wide range of deliverables. With a new target market and a shift from being consumer facing to business facing, their reimagined visual language included a new identity system, launch video and website.