FSE - Fortress Case Study

first source electronics

A Transformational and Strategic Rebrand to Power Critical Industries

WHAT WE DID

Leading global companies rely on First Source Electronics for their warehouse and industrial automation solutions. Fortress stepped in to kickstart a new era for FSE under its new ownership, leveraging our proprietary Brandstorm exercise as the foundation for the rebrand. FSE is now built to thrive in the company’s private equity-backed present and future highlighting their Made In America approach to manufacturing.

THE CHALLENGE

FSE’s brand needed a complete departure from the stale, corporate look influenced by their prior ownership by a publicly traded company. We wanted the look and feel to match the future-first vision of the company, showing their customers that FSE is the partner they need that’s focused on building American made products.

THE SOLUTION

Fortress conducted our proprietary Brandstorm experience to uncover several of FSE’s core narratives and translated those insights into a powerful new brand. From the conceptual spark of the new logo to the intentional red, white, and blue color palette, our strategic rebrand demonstrated that a logo is just the tip of the iceberg: true transformation lives in story, consistency, and execution.

BRANDSTORM

Our Brandstorm workshops are immersive, collaborative sessions where we help clients unearth their brand’s DNA. With FSE, we engaged stakeholders across leadership, engineering, and operations, revealing a cohesive narrative around American-made quality, agile problem-solving, and relentless innovation. The result was a customized roadmap that is set to inform every creative decision, ensuring alignment between FSE’s mission and its visual identity.

More on what a Brandstorm is can be found here.

Huge shoutout to Fortress Consulting Group for their incredible work in bringing our vision to life!

THE LOGO

We moved away from FSE’s outdated wordmark to a dynamic, multi-dimensional logo. The new symbol fuses the numeral “1” (first-to-market leadership) and a stylized “f” in a bold, angular bolt—conveying energy, forward momentum, and precision engineering. This logo isn’t a mere graphic; it’s the visual embodiment of FSE’s promise to electrify manufacturing challenges into opportunities while drawing inspiration from tech and software companies.

BUILT ON AMERICAN SOIL

The chosen color palette embodies strength and confidence with a distinctly American spirit. The deep, commanding blue provides a trustworthy foundation, while the bright, dynamic red adds a spark of energy and action. White keeps the design crisp and uncluttered, allowing ample white space for a clean, minimal aesthetic. Together, these colors reflect the precision and reliability of First Source Electronics’ products, and the commitment to American manufacturing that the company champions.

WEB DEVELOPMENT

Building on the rebrand, we designed and developed a landing page optimized for lead generation. By integrating clear headlines, concise value propositions, and compelling calls to action, we showcased FSE’s capabilities and the STACC micro-fulfillment solution. A/B testing of layouts and messaging further refined the page, resulting in a marked increase in qualified leads and engagement metrics.

James M. Quigley

Simply put, James M. Quigley is the best in his business of divorce law. Fortress stepped in to help usher in a new era for James’s personal brand, to complement his affiliation with Beerman Law in Chicago. A new website, paired with a bold new personal logo positions James to connect meaningfully with individuals seeking honest and effective legal support in Chicago’s North Shore communities. We can’t wait to see James continue to push boundaries of what is possible as a family advocate.

HACIA

Fortress collaborated with HACIA to elevate their online presence with a website that helps elevate the impact of their mission of advocating for diversity and equity in the construction industry. This digital transformation empowers HACIA to better connect with Minority-and Woman-Owned Business Enterprises (MWBEs) and support their growth through advocacy, networking, and training programs.

Wilder Management

When Wilder Management wanted to strengthen its connection with property owners and renters alike, they sought a digital overhaul to match their personalized, solution-focused approach. Wilder Management needed a platform that would seamlessly convey their commitment to tailored property management services. Our goal was to create a streamlined, engaging website that not only expanded their reach but also empowered their audience with clear, accessible information on their full suite of services.

Knight Capital Partners

Fortress partnered with Knight Capital Partners to overhaul their digital presence, turning an outdated website into a sleek, modern, and high-performing online platform. Our comprehensive redesign and redevelopment efforts focused on improving user experience, site speed, layout, and strategic content, ensuring Knight Capital could effectively communicate their investment expertise.

Botham Jean Foundation

When the Botham Jean Foundation sought to extend its reach and deepen its impact, they turned to us for a digital transformation. Their mission—to continue Botham Jean’s legacy of supporting vulnerable communities—needed a platform that resonated with both heart and purpose. We set out to create a revamped digital presence that would not only honor Botham’s compassionate spirit but also empower the foundation to connect with a broader audience, amplify their message, and drive greater support for their cause.

Protected Tomorrows

Fortress collaborated with Protected Tomorrows to revamp their digital presence and effectively communicate their mission of supporting families with special needs. Our team undertook a comprehensive web design and web development project to create a user-friendly, accessible, and visually appealing website. Additionally, we produced a series of high-quality videos to enhance their educational resources and provide clear, compassionate guidance.

The Wolcott Group

The Wolcott Group is a real estate private equity investment company that has been in business for over twenty years with a track record of optimizing the potential of real estate assets. They needed a more professional and robust online identity, and that’s where Fortress was brought in to help them reach this goal via a brand new website, and a library of professionally shot and edited headshots for the whole team.

Oetee

Oetee is a group of inspired people who design and build inspired places for their clients. First and foremost, they needed a website that showcased their capabilities in a more comprehensive way. But in order to do that, they needed an overhaul of their communication strategy. Fortress stepped in and took on both. This partnership was a success because Oetee is wired the same way we are; motivated, creative, and detail-oriented.

The Holy Post Podcast

Fortress’ ongoing partnership with the Holy Post Podcast aims to enhance their online presence and drive overall engagement of their various podcasts and other series. Our multi-faceted approach included graphic design, digital marketing, social media management, and brand strategy. Through targeted efforts across these areas, we elevated the Holy Post Podcast’s online profile and found new ways for them to appeal to a broader audience.

SSI

SSI is a stalwart in the stainless-steel industry with a rich legacy spanning over six decades. Despite their substantial success as a multi-million dollar company, they had remained virtually invisible in the digital sphere. Leveraging our brand and marketing expertise, we meticulously designed and developed a captivating new brand and website, as well as accompanying video production, that not only showcased their unparalleled expertise but also honored their extensive history.

Woodson Equity

Woodson Equity is a new private equity firm – inspired by the spirit of Detroit – that is aiming to do things differently. The Woodson team has 80+ years of investing experience in the middle to lower-middle market, meaning they know the rules, and when to break them. Fortress acted as Woodson’s strategic partner, orchestrating everything from the name of the firm to the firm’s new landing page and everything in between. We are excited for the future of Woodson and the future of Fortress as a private equity agency expert.

River Light FC

River Light FC is a brand new professional soccer team connecting lovers of the game – new and old – with a new way to engage with their community. Fortress helped them create a brand that resonates through our Brandstorm process followed by a multi-round logo design exploration. The result? A powerful introduction to the world for an exciting and passionate group of players, coaches, and investors.

The Custom Companies, INC.

The Custom Companies, Inc. is a massive logistics operation based in Chicagoland and Los Angeles. They are a trusted provider of a wide range of services, and their motto is “getting it right the first time.” That’s just what we aimed to do too, with a full-scale re-design of their website and a stunning talking head-style video to complement it.

Lakeview Precision

Lakeview Precision is a woman-owned and operated precision machining operation that is invested in its people and changing their industry for the better. Fortress stepped in as a strategic partner and helped them hone in their brand identity, create a new website experience, and construct a high-quality video to compliment it. The goal? Establishing Lakeview as the innovator they are.

Give’r

In many ways, this is a unique client-agency relationship. The partnership began with Fortress acting as a strategic partner, using our knowledge to help Give’r achieve the growth they sought. Over time it has grown into more than that, culminating in a marketing plan and website overhaul that combined the strengths of all of Fortress’ departments and set Give’r up for a heroic new chapter.

Adria

The Adria is a brand new, state-of-the-art apartment building in the heart of Madison Wisconsin’s downtown district. Fortress went to work orchestrating everything from the name and brand of the building to the backend development of the website, and every marketing effort in between. We are excited for The Adria to be introduced to its target market of younger professionals when the building opens its doors in summer 2023.

DATA Scholarship Foundation

DATA stands for “Develop a Trade After..” Whether it’s military service, incarceration, primary schooling, or any other life event, the team of leaders at DATA Scholarship Foundation are committed to finding pathways to purpose for individuals across Chicago. By harnessing their brand identity and creating a website to match it, Fortress is helping connect more people to this cause.

Kaplan Law Firm

Kaplan Law Firm has been a Chicago legal institution for over two decades. Spearheaded by Attorney Rae Kaplan, they provide compassionate and comprehensive legal assistance for individuals navigating the complex realm of student loans and bankruptcy. Our multifaceted efforts have centered on developing not only the Kaplan Law Firm brand, but the personal brand of Rae Kaplan, as it relates to the world of student loans, positioning her as a foremost expert on the topic both regionally and nationally.

Normandy Remodeling

Normandy needed a modern, functional, and elegant website to match not only the scale of their operations and experience, but also their strong reputation as the best home remodeler in the Chicagoland area. Fortress delivered a website of over 1600 pages that works FOR the client through user-friendliness and high-complexity backend functions.

Legastory

Legastory is a dynamic team of Emmy Award-Winning videographers who document stories of successful and prominent families. Fortress used our branding capabilities to come up with the name “Legastory” that communicates their mission, along with a sleek, professional landing page that shows their target audience that Legastory is a trustworthy and competent organization.

The Emerson

The Emerson is the dream apartment complex for today’s renters. Located in Madison, Wisconsin, a vibrant community of young professionals and academics, its units and amenities are strategically built to meet the needs of this dynamic demographic. Fortress stepped in and built their brand as well as a beautiful website and robust marketing strategy tailored to reach their audience.

Intentional Sports

This project is transformational for the city of Chicago. Located on the West Side, Intentional Sports is a professional-level sports campus that is putting the youth first and serving their whole being. Fortress launched a new website for Intentional Sports that lives up to the ambitious spirit that the project itself embodies.

Health X

HealthX is a forward-thinking primary healthcare provider that focuses on at-home and delivery services. We helped them communicate their message with a brand new website and social media strategy.

MidAmerica Orthopaedics

MidAmerica Orthopaedics is a renowned healthcare provider in the Chicagoland area. Fortress has developed a lasting partnership with MidAmerica, providing digital marketing success across many channels, in addition to website optimization, social media, and video production, setting the clinic up for continued, long-term success.

Chicago Real Estate Institute

We transformed the online visual identity of one of Chicago’s top real estate institutions. Our work gave them a strong, identifiable brand and a path to new heights.

Everthrive il – The Gathering

EverThrive is a local organization dedicated to offering pregnancy support to under-resourced neighborhoods within Chicago. We assisted EverThrive in reaching their target audience in their latest initiative, a support community called The Gathering.

Action Injury Law Group

Action Injury Law Group is a renowned civil rights law firm based in Chicago. Their goal? To end police brutality nationwide. We created a distinct, unmistakable brand for Action Injury, and transformed their website into a strong, high-functioning display of their important work.

Kam Buckner

State Representative Kam Buckner is an emergent political leader in Chicago, and his story is only beginning. While Fortress is not a political agency, we were inspired by Kam’s passion for the city we call home. Our work, conducted prior to Kam’s public mayoral candidacy announcement, included building his campaign website, designing his brand, orchestrating video production shoots, and more.

Southern Illinois University

With declining university enrollment across the country, Southern Illinois University knew that it was now or never to make their story heard. SIU has so much to offer its students, they just needed to tell that story to more college hopefuls. That’s where Fortress came in.

Beyond Academics

Creating a brand for the Higher Education thought leaders who are transforming campuses to fit the needs of students better than ever before.

Rumble With Hart

Actor and comedian, Kevin Hart, wanted to bring awareness to the rising issue of childhood obesity in America. He needed a brand and a digital space for his movement to generate attention through events and fundraisers. Fortress was able to create the Rumble with Hart brand and make Kevin Hart’s vision a reality.

Underrated Tour

Making plays with Steph Curry to take 3-star high school athletes farther than they thought was possible.

BCPC

Creating an online platform for breast cancer patients and survivors to share support and find community,

Walner Law

Walner Law has been representing the people of Chicago since 1973, but that legacy needed a refresh. With a new Chicago-inspired logo, powerful video production, and enhanced processes across the board, we took Walner Law into the future, creating brand recognition in an ultra-competitive market and consistently generating new qualified leads for the firm.

Thirteenth Bridge

Building a brand for a games studio that is crossing barriers with games that blend sports, nostalgia, and non-stop fun.

first source electronics

A Transformational and Strategic Rebrand to Power Critical Industries

WHAT WE DID

THE CHALLENGE

THE SOLUTION

BRANDSTORM

Minja Zahirovic, First Source Electronics

THE LOGO

BUILT ON AMERICAN SOIL

WEB DEVELOPMENT

LET US HELP TRANSFORM YOUR BRAND.

SENIOR Designer

Apply by filling out the form and someone will be in touch with you.

MAKE YOUR MOVE.

Fill out the form, tell us about your project, and we'll reach out to you.

STAY IN THE LOOP

SENIOR designer

SENIOR DIGITAL STRATEGIST

Apply by filling out the form and someone will be in touch with you.

CONFIRMATION

WE ARE WHAT MAKES FORTRESS DIFFERENT.