Fd2s
Fd2s is an Austin-based experiential graphic design firm founded in 1985, providing wayfinding consulting, donor recognition systems, experiential branding, and exhibit design to healthcare systems, universities, commercial developers, and government clients across the US and internationally.
- Company typePrivate
- Founded1985
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
Fd2s firmographics
Firmographics- Name
- Fd2s
- Legal name
- fd2s
- Website
- https://fd2s.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fd2s is an Austin-based experiential graphic design firm founded in 1985, providing wayfinding consulting, donor recognition systems, experiential branding, and exhibit design to healthcare systems, universities, commercial developers, and government clients across the US and internationally.
- Ownership category
- akta.pro rank
Where Fd2s is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fd2s business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Wayfinding Consulting Services: Professional services revenue generated through consulting engagements for wayfinding master planning, strategy development, and design services for healthcare, institutional, and commercial clients.
- Environmental Graphic Design Services: Project-based fees for environmental graphics, signage programs, brand identity development, and experiential design implementations for built environments.
- Implementation Oversight: Services encompassing design development, construction documentation, supervision of signage fabrication and installation, and quality control during implementation phases. Example: $10 million five-year implementation for Texas Medical Center.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based professional services with scope-dependent fees |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Fd2s product offering
Product offeringCore offering
Fd2s is an experiential graphic design studio that provides four core service offerings: Wayfinding Consulting, Donor Recognition, Experiential Branding, and Exhibit and Interpretive Design. The firm plans, designs, and oversees implementation of signage programs, donor recognition installations, environmental brand identities, and interpretive exhibits for healthcare facilities, universities, commercial real estate, government buildings, and cultural institutions. Engagements range from wayfinding master plans and signage standards to fabrication oversight, with project fees determined by scope, complexity, and duration.
Product overview
Fd2s is an experiential graphic design studio offering four core service offerings: Wayfinding Consulting, Donor Recognition, Experiential Branding, and Exhibit and Interpretive Design. These services are provided individually or in combination to create wayfinding systems, donor recognition installations, brand identities, and interpretive exhibits for clients across healthcare, education, civic, commercial, and cultural sectors. The company does not offer a software product platform; rather, it delivers professional design services tailored to each client's specific environment and needs.
Differentiator
Problem solved
Functional benefit
Products and services
- Wayfinding Consulting Strategic planning and design of wayfinding systems that help people navigate physical spaces, including master plans, signage programs, and implementation guidance for healthcare facilities, university campuses, public spaces, retail centers, and commercial properties.
- Donor Recognition Design and implementation of donor recognition systems including walls, displays, and installations for healthcare facilities, universities, and nonprofit organizations to acknowledge and celebrate contributors, often combining digital and static elements with LED illumination and interactive search monitors.
- Experiential Branding Development of graphic identities and brand systems for organizations, projects, and properties that communicate through the physical environment, including visual vocabularies for signage, environmental graphics, and brand-aligned experiences across built spaces.
- Exhibit and Interpretive Design Creation of interpretive exhibits and displays that tell stories and convey information in museums, nature centers, cultural institutions, and public spaces, often incorporating custom illustrations, infographics, multimedia elements, and large-format interpretive panels.
Quantifiable outcome
- Texas Medical Center wayfinding implementation: five-year, $10 million project covering 50+ million square feet
- +4 more outcomes
Companies that use Fd2s
Customer profileNamed customers17 records
Segments6 records
Ideal customer profiles5 records
Fd2s technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fd2s partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and minor.
- GenslercoreArchitecture firm partner on multiple projects. Gensler is one of the largest architecture and design firms globally, collaborating on commercial, cultural, and institutional projects.
- HOKcoreStrategic architecture partnership on healthcare and institutional projects. HOK is a leading design, architecture, engineering, and planning firm.
- Perkins+WillcoreArchitecture firm collaboration on healthcare and educational facility projects worldwide.
- Lake Flato ArchitectscoreTexas-based architecture firm specializing in sustainable design, collaborated on Headwaters at the Comal and other projects.
- Ford, Powell & CarsoncoreSan Antonio architecture firm original designers of Texas State Capitol, partnered on Capitol preservation project.
- Gehry PartnerscoreFrank Gehry's architecture firm for Facebook MPK21 project at Menlo Park campus.
- HDRminorArchitecture and engineering firm collaboration on healthcare and institutional projects.
- Kimley-HornminorEngineering and design consultancy, currently working on Great Parks of Hamilton County wayfinding assessment.
- SWA/BalsleyminorLandscape architecture firm for urban and public space projects.
- CARBO (Landscape Architecture)minorLandscape architecture partner referenced in Shangri La Botanical Gardens project testimonial.
- Studio OutsideminorLandscape architecture and design firm collaborated on 5718 Westheimer and The Ditch Water Discovery Center projects.
- Nudge DesignminorDesign firm collaboration on Heroes Memorial Park project.
- Laguarda LowminorArchitecture firm collaboration on Parque D. Pedro shopping center in Brazil.
- SnøhettaminorInternationally recognized architecture and design firm for specialty projects.
- Pelli Clarke & PartnersminorArchitecture firm for commercial and institutional projects.
- Rafael Viñoly ArchitectsminorInternationally recognized architecture firm for specialty projects.
- BSA LifeStructuresminorArchitecture and engineering firm specializing in healthcare facilities.
- Earl Swensson AssociatesminorArchitecture firm for healthcare and academic medical center projects.
- TriGranitminorReal estate developer of Silesia City Center in Katowice, Poland.
- General Growth PropertiescoreMajor retail real estate developer for The Shops at La Cantera project in San Antonio.
- HCA HealthcarecoreParent company of St. David's Healthcare for ongoing wayfinding and signage partnership.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Fd2s competitors and assessment
Company assessmentDirect peers
- Entro Communications: Global experiential graphic design and wayfinding firm with offices in Toronto, NYC, and Dubai. Comparable as a direct specialist competitor in wayfinding master planning, donor recognition, and environmental branding for healthcare, transit, and institutional clients.
- RSM Design: Experiential graphic design and wayfinding firm with offices on the US West Coast. Closely aligned with fd2s on service offerings including signage master plans, donor walls, and brand-driven environmental graphics for institutional clients.
- Selbert Perkins Design: California-based EGD and wayfinding studio with a similar boutique scale, focused on healthcare, education, and corporate environments. Directly comparable in service mix (wayfinding, donor recognition, experiential branding) and client type.
- Poulin + Morris: New York-based experiential graphic design firm serving cultural, educational, healthcare, and corporate clients. Comparable as a specialist studio of similar vintage and service scope, with overlapping architectural firm partnerships.
- Two Twelve: NYC-area experiential graphic design and wayfinding studio. Direct competitor in environmental branding, wayfinding strategy, and donor recognition with comparable scale and design-led positioning.
Regional players
- City ID: UK-based wayfinding and place-making consultancy specializing in urban, transport, and district-scale navigation. Comparable in wayfinding master planning methodology though primarily active in the UK and European markets.
- Mijksenaar: Dutch wayfinding design firm internationally renowned for transit, airport, and urban wayfinding systems. Comparable craft and methodology but primarily serves European clients; informative benchmark for fd2s's category-defining healthcare and campus work.
- AldrichPears Associates: Canadian wayfinding and signage consultancy with deep healthcare and institutional expertise. Comparable service mix to fd2s (wayfinding master plans, donor recognition) though concentrated in the Canadian market.
Broad incumbents
- Arcadis (CallisonRTKL signage/EGD legacy): Global design and engineering firm whose CallisonRTKL heritage included a substantial EGD practice serving retail and mixed-use clients. Provides a broader portfolio offering that overlaps fd2s's commercial real estate work but lacks the boutique healthcare specialization.
- Gensler (Environmental Graphic Design practice): Global architecture and design giant with an internal experiential graphic design practice. Overlaps fd2s's capabilities but bundles them into broader multi-disciplinary projects; sometimes competes, more often partners with fd2s on US commissions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fd2s social profiles
Digital presenceFd2s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fd2s leadership team
Management profileNumber of profiles
Profiles8 records
Fd2s funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fd2s M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fd2s
What does Fd2s do?
Fd2s is an experiential graphic design studio that provides four core service offerings: Wayfinding Consulting, Donor Recognition, Experiential Branding, and Exhibit and Interpretive Design. The firm plans, designs, and oversees implementation of signage programs, donor recognition installations, environmental brand identities, and interpretive exhibits for healthcare facilities, universities, commercial real estate, government buildings, and cultural institutions. Engagements range from wayfinding master plans and signage standards to fabrication oversight, with project fees determined by scope, complexity, and duration.
Is Fd2s a public or private company?
Fd2s is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fd2s founded?
Fd2s was founded in 1985. It employs 11 to 50 people.
Where is Fd2s based?
Fd2s is headquartered in Austin, United States, in the North America region.
How does Fd2s make money?
Three revenue lines are on record. Wayfinding Consulting Services are the primary driver. The others are environmental Graphic Design Services and implementation Oversight.
Who are Fd2s's main competitors?
Direct peers on record are Entro Communications, RSM Design, Selbert Perkins Design, Poulin + Morris and Two Twelve. Regional players are City ID, Mijksenaar and AldrichPears Associates. Broad incumbents are Arcadis (CallisonRTKL signage/EGD legacy) and Gensler (Environmental Graphic Design practice).
Does Fd2s have an API?
No public API is recorded for Fd2s.