Complex M&A Branding Successfully Leads to Birth of $2 Billion Company

Finch Brands was engaged in the endevour of successfuly merging FXI with Innocor. Beyond the complexity of inputs and outputs, there was a need for the emergent entity to be well-positioned to seize opportunity in bedding and other ‘comfort’ categories (which were driving foam growth).

Given the size and scope, our task was enormous – to engage internal and external stakeholders, develop a forward-looking brand platform, and coordinate all pre- and post- Day 1 activities across touchpoints. Beyond this complexity, the deal required FTC approval. With timing uncertain, flexibility was a must.

Deals of this nature involved balancing comprehensive needs against compressed timelines. Our process included broad internal and external stakeholder input, the development of a forward-looking brand strategy, and creation of just about every needed communications element – from Purpose, Mission, and Values to visual identity to new HQ design to all Day 1 downstream touchpoints. We accomplished this against a backdrop of regulatory and cultural uncertainty.

In a complex M&A situation—across a vast network of teams and locations—we had to make important decisions to shape the brand. 

We pursued a ‘stronger horse’ identity strategy by elevating the FXI name as the master brand, and our initial planning focused on internal culture and client communication. To bring everyone together, we introduced 'Innovation You Can Feel' as the core brand idea. Concurrently, we created a range of artifacts around a contemporary brand aesthetic of the cellular pattern of foam to galvanize the team around the new approach.

Upon FTC approval, the new FXI brand launched – without a hitch – in February 2020. Early returns were very positive: Finch Brands led the branding working stream for the merger, creating a $2 billion sompany with 30% of the North American foam market and 4,000 team members. 

"We engaged Finch Brands at a key time to work on a very important initiative as we introduced FXI more fully to the broader market. FXI’s merger with Innocor was complex and fast-moving – and Finch Brands delivered. We were impressed with their research, strategy, and design work and, perhaps just as importantly, they displayed a deft touch when it came to managing key stakeholders, overcoming obstacles, and adapting to the inevitable twists and turns of the M&A process." - Bob Olsen, former Chief Marketing Officer, FXI