Fisher Associates is a 5-office, 120 person engineering firm. They offer civil and structural engineering services to a wide client base that includes the NYS Department of Transportation, NYS Thruway Authority, smaller municipal and private clients. In 2015, when owner Claire Fisher retired, the firm graduated from the WBE (Woman Business Enterprise) program and decided to rebrand in the marketplace. In the redesign of the logo it was decided to place a stronger emphasis on the “Fisher” – partly as homage to the former owner, but more importantly it was how Fisher was referred in the marketplace. During the course of 2015-2016 the firm was rebranded with the new identity system from signage to vehicles, marketing literature and tradeshow materials. To document and maintain the program, an online style guide was developed.