Fisher Investments (FI) is a financial services company with a mission to “better the investment universe” by challenging the status quo and putting clients first. Founded in 1979 by Kenneth Lawrence Fisher in his Woodside, California home, the company has grown into a global organization with state-of-the-art headquarters nestled among the redwoods in Camas, Washington, and additional offices in the UK and Germany. Its distance from Wall Street is a key differentiator, reflecting its unique culture and vision. As a fast-growing firm, Fisher Investments needed a cohesive employer brand to unite and inspire employees while advancing its human capital goals.
Baker’s approach
Fisher Investments turned to Baker to develop an employer brand that would:
- Attract top talent
- Actively express and align company culture
- Provide a strategic competitive advantage
- Strengthen Fisher Investments as a world-class organization
Through comprehensive research, including executive and employee intake sessions, desk research, and competitive analysis, Baker identified Fisher’s core attributes:
- Unconventional
- Direct
- Caring
- Modest
From these insights, Baker crafted the Employer Value Proposition (EVP): “Driven by Better.” This EVP unified Fisher’s internal and external messaging, emphasizing the company’s commitment to continuous improvement and exceptional client outcomes.
Bringing the brand to life
Baker worked closely with Fisher’s creative team to develop a scalable visual and messaging framework. This included:
- Domestic and international campaign launches
- Culture alignment initiatives
- Global recruitment marketing campaigns
- Comprehensive brand guidelines
- A messaging matrix
The visual identity and messaging were designed to reinforce Fisher’s unique positioning while celebrating its people-centric culture.
Results that resonate
The employer brand launched to widespread acclaim, uniting employees under a shared vision and positioning Fisher Investments as a destination for top talent. As one senior executive proudly stated: “This is us!”.
Launch communications
Recruitment campaign
