For the past several years we have been working with FDH on several initiatives. We walked through our branding process together and applied what we learned to revamp their appearance and their voice.
As we walked through the process, one point became very evident – FDH is a company that was truly founded on innovation. The three founders were academics that were approached by a state department asking if there was a way in which to test a concrete dam’s structure without drilling core (in essence, weakening the dam’s structure). At that time, there wasn’t a way, but the three put their heads together, devised a process, developed the equipment and FDH was born.
One of the deliverables for the rebrand was to deliver a tag line that encapsulated this origin and communicated to their clients and potential clients the fact that other firms may claim they are innovative, but we live it. It came down to two tag lines; “engineered to innovate” and “engineering innovation.” The latter won out due to its action-oriented approach.