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Case Study: Fishbeck

Updating a trusted brand to reflect their reputation as an all-in-one service provider

“TIS continues to amaze me... they see inside and really understand our brand to become a valued extension of my team.” -Jenny Waugh, Marketing Operations Director


The Image Shoppe led the highly-reputable FTC&H through a successful rebrand, updating their logo to attract a newer generation of architects, engineers, scientists and constructors while maintaining the integrity of their long-standing legacy. Part of the rebrand included the official transition of their name from FTC&H to Fishbeck (which was already used by their clients and staff), aiding in their brand recognition and consistency.


Successful brand messaging with the incorporation of their new tagline "all in one" to describe them as a true all-encompassing service provider.

A brand strategy that was able to capture future growth.

A beautiful, modern, updated logo design.

Updated Brand Standards Manual to help the team build out their print and merchandise assets.

An updated, user-friendly website with featured projects and case studies as the primary focus.

A multi-platform ad campaign to support the launch of their new brand and website.



Known as FTC&H for decades (now known as Fishbeck), the company knew it would be critical to rebrand to visually and verbally reflect their all-encompassing approach to tackling projects as engineers, scientists, architects and constructors. Our primary challenge was creating an updated brand that would allow Fishbeck to attract new, incoming talent while still maintaining the integrity and professionalism of its senior leadership team and partners.


The Image Shoppe took Fishbeck’s leadership team through our coveted Discovery process, which uncovered important truths about how the company would like to evolve moving forward in the coming years. Our well-researched and intentioned Discovery sessions informed our in-depth brand and marketing strategy for Fishbeck to position them as the region’s only “All in One” service provider—leading to outputs like message hierarchy, Brand Snapshot, Brand Manual, website, ad campaign, and the ultimate decision to update the brand's logo and name.


Fishbeck’s updated brand and website now more easily communicates the “All in One” service-provider concept our creative team came up with to reflect their firm’s ability to provide premier services—including but not limited to consulting, construction, engineering and architectural for businesses across an array of industries in the Midwest. In tandem, the evolved, modernized brand is more fit to attract incoming generations of young architects, constructors, engineers and scientists.