To help Fisher organize itself from the inside out, our project consisted of two fundamental pieces: brand strategy and design. Our process laid the groundwork for consensus-building on the nature and composition of the company moving forward.
When Fisher hired FITCH to sort out its brand structure, we had a lot of work to do. For 85 years, they had been developing three categories of business—broadcasting, property management, and flour mills—none of which had a visible relation to the other.
While each category of business had been successful, none were adding to the value of the whole. The organization had difficulty promoting strong, coherent brand messages to its customers and target markets.
The design portion of our work consisted of a new, unified brand image and messaging program. Our work included a new identity, all corporate and marketing communications, employee events, new brand launch materials, and environmental graphics. We were also involved in restructuring the nomenclature system and naming new ventures in broadcasting.
The resulting iconic logo has broad application and recognition across disparate companies and potential additional holdings as the company goes forward.