Case Study: Fabricators & Manufacturers Association achieves brand unity and industry leadership with Focus Lab

Fabricators & Manufacturers Association strengthens its brand ecosystem with Focus Lab after 50+ years in metal fabrication

The Fabricators & Manufacturers Association (FMA), a leading North American trade association for the metal fabrication industry, faced a challenge with its brand being downplayed and hard to find amidst its separate independent brands. This separation caused confusion and prevented FMA from being perceived as the industry leader it truly was. To address this, they engaged the vendor Focus Lab for a comprehensive brand strategy, verbal identity, and visual identity project.

Focus Lab implemented a hybrid brand architecture to unite FMA's ecosystem of brands under a single, cohesive strategy. They developed a new verbal and visual identity, including a logo inspired by sheet metal and a geometric shape language, to reposition FMA as a forward-looking leader dedicated to advancing the entire industry. The solution successfully reframed the association's perception, highlighting its unique role in improving the workforce lifecycle and creating a unified, optimistic brand that connects with professionals and businesses.

Fabricators & Manufacturers Association