Helping a media and data company find its voice and tell a new story

Written By Sebastian Fryer

Client: Fusable
Project duration: March – September 2025
Services: Stakeholder interviews, verbal identity, messaging, content strategy, content design, interactive writing, copywriting

A snippet of a page I wrote for Fusable, targeted for its construction audience.

Context

Fusable is a media and data company serving the agriculture, trucking, and construction industries. Formerly a part of Randall Reilly, Fusable split off to become its own business in 2024. The company approach Focus Lab with a request for a new brand identity and help creating and designing a new website.

My role

I served as a brand and interactive writer on this project. I was responsible for creating a new verbal identity for Fusable as well as collaborating in the interactive work for the website.

Verbal identity

Here are some of the things I did to support Fusable’s new verbal identity:

  • Interviewed Fusable C-suite members to learn about the company’s history, its trajectory, and goals for the rebrand project

  • Led workshops with the Fusable project team to educate and gather inputs around voice and tone, core messages (purpose, mission, and vision statements), and core values

  • Created an audience messaging framework that provided guidance around how to message to specific audiences

  • Created a unique selling proposition, value proposition, elevator pitch, and brand story to help inform Fusable’s messaging

Interactive writing

Here are some of the ways I participated in the website project:

  • Created content briefs for each page to inform page strategy and gather input for content

  • Created low-fidelity wireframes in Figma, which defined the scope and flow of information on each page

  • Wrote copy for each page

  • Collaborated with Focus Lab designers to ensure alignment between copy, design, and interactions

Sebastian Fryer