Annual Reports

Core Segments

Our rebrand strategy was all about bringing order and structure across L.B. Foster Company, both visually and structurally.

We had become an increasingly complex brand and product landscape because of acquisitions and internal developments. Our goal was to deliver simplicity to our brand positioning.

In line with changes in the Company, we tested Rail and Infrastructure segment descriptors with a cross-section of customers. The classification was based on a greater alignment with how customers viewed our offerings. The overwhelming response was positive as customers said it helped them make better sense of what we do and in which markets.