BrandingBusiness Successfully Completes Foth Rebranding

BrandingBusiness, the leading brand strategy agency with offices in California, New York, and London, is proud to reveal the rebranding of Foth, a full-service science and engineering and consulting firm based in Green Bay, Wisconsin.

Foth has successfully combined science, engineering, and technology with a true collaborative spirit to deliver innovative solutions to a national and international clientele since 1938. Leadership approached BrandingBusiness in 2018, seeking to revitalize the brand and unify its 600 members, 26 locations, and three business divisions as one Foth in the marketplace.

After conducting intensive internal and external research, BrandingBusiness succeeded in helping Foth refresh its purpose statement and ensure its brand narrative, brand messaging, and visual identity spoke to a single audience in a unified voice across each business unit. Their updated brandline – “We solve our clients toughest science and engineering challenges” – also serves as their purpose. The initiative included a new logo design, an updated look and feel for, and online brand ambassador training for every member of the Foth family.

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The new Foth launched internally in early 2021, amid the disruption caused by COVID-19. To facilitate engagement among the online attendees, the Foth executive team arranged to have a box of branded products delivered to each employee’s home, ensuring everyone would open a fun package during the virtual event.

An online launch for an external audience took place six weeks later and was equally well-received.

“BrandingBusiness’ organized and disciplined approach to brand building was inspiring to be a part of. Their team is incredibly creative, highly engaged, and fun to work with,” says Foth CEO Randy Homel. “We are seeing a great response to our brand both internally and externally. I hear our own members reciting our purpose statement virtually on a daily basis as it pertains to something we are doing in support of one of our clients. Externally, we are getting a great response, and our web measurement statistics are very dramatically up – only six weeks into our launch!”

According to Ray Baird, founding partner of BrandingBusiness, the feeling was mutual.

“We were initially disappointed that in-person events wouldn’t be possible,” he recalls. “But thanks to an excellent working relationship with Randy and his team, not to mention the enthusiastic embrace of the rebrand by every Foth employee, our virtual launch was an absolute success.”

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