The founder of Fathom approached us during the middle of a merger with three other cross-regional companies. The complexity of this newly formed partnership required a brand update that represented a mass workforce with differing operations and cultures, and included new c-suite stakeholders. In addition to the visual identity we were tasked with revitalizing their brand positioning, messaging, internal communication material, and material used for culture building.

The objective was clear; create a brand with futurism in mind that represents Bay Area innovation, while incorporating mid-western craftsmanship values. Fathom already had a reputation as a leading force in the digital manufacturing space, and we leveraged their equity to move the brand forward.

After several workshops, we collectively determined that the legacy brand had influential equity that should be used as the groundwork, therefore establishing an evolutionary exploration of the core identity while igniting an entirely new toolkit of brand elements. We spent time exploring the principal marks to identify the foundational language and visual core first, which would influence the full development of a robust system that included an iconography system with elements representative of all the locations. Additionally, we envisioned the wide landscape of the brand's collateral and communication channels to prove the great flexibility of this progressive identity.