- Fios, Inc.
- Brand development
Evolving a company’s brand by careful attrition, and attention to detail
Fios was a pioneer and industry leader in the field of electronic discovery, a type of legal research concerned with the processing and cataloging of electronic evidence for trial: e-mail, spreadsheets, word-processing and other “loose” documents, recorded audio, instant messages, and so on. Fios consults with clients to help them set up systems for document retention and evidence response as well as doing the exacting grunt work of processing.
Beyond its logo, designed by an advertising agency in 2000, the company had done its brand-related activities in-house, and without any particular strategy apart from the exigencies of day-to-day business.
We were initially retained to do some very simple alterations to Fios’ trade show booth and develop collateral to accompany it. The company’s director of marketing asked us to do the work with an eye toward eventually retooling the brand, a project for which he did not as yet have the financial or political capital.
This kind of “back-door” branding exercise is more common than not with established mid-sized companies; the calculus of equity-to-resources is more complicated here than in smaller or larger concerns, and makes it difficult to start from zero. We were fortunate in that most of Fios’ collateral had already reached end-of-life; whatever we did wouldn’t have to coexist with it for too long.
Still, we had to be sensitive to what equity was left, and we couldn’t touch the logo.
We ended up paring the existing brand language back to the logo, its colors (black and a very nice red), a simple logic for page construction based upon the proportions of the logo (square), and rigorous, rational sans-serif typography.
We outlawed clip art and stock photography and made simple, declarative copy the hero, with the idea that there’s no glamour in the electronic discovery business and no point to pretending otherwise. Fios’ brand promise is competent people with an eye for detail, every i dotted, every t crossed.