A New Identity For A New Direction
Brand 360 Applications
Perception
Culture
Operations
Fisher German’s brand no longer reflected their scale or shift in business direction. We modernised their identity while protecting 200+ years of heritage, clarifying their story, broadening market appeal, and creating a flexible design system to serve rural, commercial, and urban sectors. The brand became confident and versatile and united internal teams, resonated with new audiences, and positioned Fisher German as a progressive, trusted leader ready for future growth.
A brand that no longer communicated the businesses new services and long term goals.
A confident, modern brand repositioning Fisher German as a progressive leader across commercial and rural sectors.
The new identity captures the breadth of their services, resonates with commercial and urban audiences, and retains subtle cues to their rural heritage. Internally, it has created clarity and cohesion, enabling teams to tell a consistent brand story. Externally, it is already strengthening market perception and driving engagement with new clients.
Our partnership with Fisher German began in 2020 and evolved into a full rebrand when the business recognised its identity was no longer keeping pace with its growth. With more than 20 service offerings, and following the merger with Matthews & Goodman, the brand was often misinterpreted as a rural estate agency, limiting visibility and relevance.
Through leadership interviews, collaborative workshops, client and team surveys, and a full brand audit, we uncovered issues of inconsistency, limited flexibility, and a misalignment between perception and reality. Strategically, we defined brand pillars, clarified the hierarchy, and developed a distinct tone of voice to underpin the evolution.
To ensure effective adoption, we supported rollout with internal training, brand guidelines, and stakeholder engagement, embedding consistency across departments and communications.
The result is a brand built for the future. It's versatile, credible, and aligned with Fisher German’s ambition to grow as a progressive, trusted leader.
Balancing heritage and modernity
Creatively, we explored multiple directions before refining a brand identity that balanced heritage with modernity. Key changes included a flexible design system, an energised colour palette, a typographic pairing of Figtree and DM Serif, and a decisive shift away from the roundel logo to a lowercase wordmark, reflecting the equity in the Fisher German name and the people-centric nature of the business. A new momentum form symbolises progress, adaptability, and continuous improvement.
Brand consistency and rollout
To ensure effective adoption, we supported rollout with internal training, brand guidelines, and stakeholder engagement, embedding consistency across departments and communications.
Thank you so much for your strategic advice, wise counsel and unstinting support. The rebrand launch looks to be very successful…
Stuart Flint
Partner
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