After operating with the same brand identity for 50+ years, the Fabricators & Manufacturers Associate (FMA) decided it was time for a change. President + CEO, Ed Youdell, and VP of Finance, Natalie Haefliger, sat down with Focus Lab CEO Bill Kenney to reflect on their (multiple) projects with our team. Tune is as they discuss managing stakeholder expectations, the importance of a rebrand deadline, the most rewarding aspects of the project, and so much more.

See more of our work with FMA at focuslab.agency/work/fma

00:00 - Introduction
04:12 - How did you know it was time to invest in brand?
10:28 - What were you looking for in an agency partner?
14:44 - What was the most challenging aspect?
16:05 - Managing expectations (and opinions)
24:25 - What was the most rewarding aspect?
30:44 - What ROI have you seen since the rebrand?
35:27 - What advice do you have for someone going through a rebrand?

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.


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