Opening Doors
Following exciting leadership changes, Fort Wayne Door & Dock was on the path to incredible growth. The new owner, Joe Schenke, had a clear vision for what the small company could accomplish with the right focus and tools. He knew the first step would be to update the FWDD brand to match the culture, values and attitude he hoped to create. The Brand Innovation Group was the perfect partner to make that happen.
Discover
To learn more about what Joe had in mind for this project, we organized multiple in-depth meetings, researched competitors and reviewed examples of other brands whose colors he liked. At first, Joe was only looking for a logo. But together, he and our team concluded that a completely new visual system was needed to give his brand a strong foundation from which to create all the tools he desired from signage to apparel.
Develop
We started by designing a mood board displaying colors, imagery and fonts to ensure we’d captured Joe’s vision correctly. Once we received his approval, we dove into logo development. In addition to an entryway-inspired illustration, we incorporated a shield into their new logo to represent FWDD products’ durability and the protection they provide. We also kept “Fort Wayne” at the forefront to emphasize the company’s key differentiator of being locally owned and operated.
Deploy
The final result was a full visual palette including typography, colors, graphic styles and photography styles. We also delivered a stand-alone avatar along with the completed logo in various color formats and dimensions to fit a variety of applications. With this robust breadth of visual tools at his fingertips, Joe was well-equipped to launch the FWDD brand.
I had a specific idea of what I wanted Fort Wayne Door & Dock’s logo and visuals to look like, and The Brand Innovation Group brought my vision to life in the best way possible.
Joe Schenke, Owner and President