The International Surface Fabricators Association (ISFA) represents surface fabrication professionals across the United States and around the world, advancing the craft through training, education, safety standards, industry events and networking.

As the industry has evolved and workforce demographics have shifted, ISFA recognized that its brand identity no longer reflected the precision, professionalism and forward momentum of modern surface fabrication. With increasing competition from other trade organizations, the association needed a stronger visual presence to reinforce its leadership and appeal to current and prospective members.

ISFA partnered with PRworks to modernize its brand and strengthen its market position through a brand development initiative.

Insight: Strong Mission, Weak Visual Impact

PRworks conducted a comprehensive brand audit that included leadership discovery, a review of existing materials, competitor analysis and a member perception survey. The findings revealed a clear gap between ISFA’s strong reputation and its visual identity.

Only one in five members reported they liked the association logo very much. Just 5% strongly agreed it was visually appealing, while nearly 60% felt neutral or negative toward it. At the same time, 75% agreed the association’s name accurately described who it serves — confirming the opportunity was to strengthen visual engagement rather than rename the organization.

A Modern Identity Built for the Industry

PRworks led a collaborative brand development process to create a new visual identity that reflects the craftsmanship, precision and technical expertise of the surface fabrication profession. The work included:

Competitive brand analysis: Identifying opportunities to differentiate ISFA from other trade associations
Positioning and messaging exploration: Refining language and tagline concepts
Modern logo and color system: Creating a refreshed visual identity aligned with industry values
Leadership collaboration: Ongoing feedback to ensure alignment and adoption

To support implementation, PRworks delivered a comprehensive brand style guide, a full identity package and a strategic launch plan with supporting content.

Early Momentum

Initial feedback following the launch was overwhelmingly positive.

The strength of the new identity led to a follow-up communications initiative: a video highlighting the craftsmanship and safety practices of ISFA members.

With a modernized brand and stronger visual presence, ISFA is now attracting the next generation of fabricators and better positioned to reinforce its role as the industry’s leading authority.

“We were thrilled with what PRworks created for us. I honestly can’t think of a single negative thing to say — because there isn’t anything!”

— Sarah Nicholas, Technical Training and Development Coordinator, International Surface Fabricators Association