Harry Fry & Associates

Redesigning the brand and customer experience for a digital-forward era.

Harry Fry & Associates

The Challenge

HFA, a family owned heavy-equipment financing company, hired Thrive to modernize their brand and solidify their web presence. Building upon a legacy of exceptional customer service and reliability, our rebrand focused on reintroducing  HFA to the market as a modern company designed to operate inside today’s online ecosystem while attracting the next-generation of clients.


  • Positioning Review
  • Logo & Brand Design
  • Visual Design
  • Content Design & Strategy
  • Web Development
  • Marketing Strategy

The Solution

In order to meld HFA’s past with their ideal future state, our logo approach paired a modern font with a revised brandmark that nodded to the crane booms so many of their clients’ own. Inspired by core values that emerged from the brand strategy work, we selected colors that signified stability and strength while having a few tones in the palette that communicated energy and youthfulness. Illustrations were also created to differentiate HFA from other financing sources and embody HFA’s personality as a whimsical, forward-thinking business.

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