This book by JGA Corp. is a virtual catalog of ideas for inspired retail design. It features work that is international in scope in innovative in content. These 1,000 touchpoints of brand identity include ...
By Linda Casey
To celebrate its 40th anniversary, William Fox Munroe rebrands itself as WFM. The design firm was founded in 1972 by sole proprietor William Fox Munroe, and it's currently led by partners Daniel Forster, Tom Newmaster, and Steve Smith, with the shortest tenure at WFM among them being 16 years. Both Forster and Smith earned Bachelors of Fine Arts in Communication Design from Kutztown University, while Newmaster graduated from Bradley Academy, now known as the Art Institute of York, Pennsylvania.
The rebranding to WFM was the culmination of several objectives, and one of them was to be more accessible. The previous, full three-name company moniker (William Fox Munroe) had some limitations, especially because the founder has not been active with the company since 1998. To many people unfamiliar with the firm, the name was confusing: Did it indicate a three-person partnership of Mr. William, Mr. Fox and Mr. Munroe? Why did a design firm sound like a law firm? The new name and logo of WFM creates a modern identity while acknowledging its ties to the past, retaining the company's fox "mascot."
WFM acknowledges that a core part of its success is the same today as it was in the early days. WFM's original namesake, William Fox Munroe, founded the company after forging a strong relationship with The Hershey Company, located just 50 miles away in Central Pennsylvania. That relationship is still strong today, and each side has benefitted from the 40-year relationship. As the account helped WFM add abilities and capabilities over the years, so have Hershey's processes been positively affected by WFM. "We were the go-to guys back then," says Newmaster. "I don't know who else could have done that." However, when WFM experienced a growth spurt from 1998 to 2002, the expansion was fueled by expanding both range of services and client mix. "We understand that we need to do other things to make our work better," Newmaster says.
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