Doctors are famously poor at taking their own medicine. Ad agencies too, it seems. But a respected agency did just that when it turned to FUEL for help in taking an intensive look at its identity and setting a visual course for its future.
HRB, formerly known as Henry Russell Bruce, has provided advertising and public relations services to hundreds of companies in Eastern Iowa over the last 40 years. At a crossroads as it recovered from the effects of a devastating flood and pondered changing client expectations in the era of electronic communications, the firm had the foresight – and fortitude – to seek outside expertise.
“We tell our clients, ‘You need to step outside yourself and get a professional to tell you the best direction,’ and that’s what we did,” says Steve Erickson, HRB President and Creative Director. “We had arisen from the flood and from the old ways of doing business, and we needed to prove we’re not the same old HRB and represent that change visually to our clients.”
FUEL, a longtime collaborative partner, was the obvious place to turn. “I have always admired what FUEL does in terms of how they approach things from a design point of view,” he explains. “What I love about working with those guys is that they don’t compromise. They are extremely serious about what they do and they really value their process.”