Revitalizing a Legacy Brand/

How Mercom brought a 125-year-old brand into the 21st Century


Based in Beloit, Wisconsin, Fairbanks Morse Defense is a marine engine manufacturing company with a history that dates back to the nineteenth century. Despite producing modern, industry-leading technology for years, the brand felt dated.

Client Challenge

The company needed a contemporary public-facing website that reflected the company’s innovative groundbreaking technology. After several false starts, the company asked Mercom to step in to lead the company’s site refresh.

Mercom Solution

Mercom conducted stakeholder interviews with key Fairbanks Morse Defense executives who provided insights about the company’s aspirations, core values, and unique approach to manufacturing. These insights became a north star to guide the rebrand and the development of a new website.


No detail was spared in the design and production of the new site and supporting collateral. Fact sheets, brochures and brand standards were also updated to reflect the company’s cutting-edge product line.


The website refresh brought Fairbanks Morse into the modern age and breathed new life into the company from the boardroom to the factory floor. Employees gained a new sense of workplace pride and purpose with a brand that accurately reflected who they are, what they do, and why they do it.


The site enabled Fairbanks Morse to spearhead the production of new products and drive increased interactivity with customers and partners.