Fairway Capital Recovery (FCR) is a Cincinnati-based asset recovery firm. In a market dominated by red, black and chrome, FCR wanted to soften its image in order to stand out but not its approach to recovering funds. Initially, the idea was to show, iconically, how FCR helps to put the pieces back together. The concept of the “missing piece” was very prevalent in the early goings. But much like everything else, it evolved and became the three-dimensional box present in the final art. The colors, while strong, offer an openness not often found in the industry. The same can be said for the choice of type in the mark, as the slightly rounded corners of the serif face achieve that same effect. FCR’s belief in their branding has also helped to develop their look in the form of print collateral, online experience and in-office environment.

Fairway Capital Recovery’s new identity is a strong presence in the asset recovery market and will be for years to come.