Editor’s Note: This Q&A with Craig Gudorf provides insights into how the FORTÉ brand came to life.
What inspired the decision to rebrand AVI Systems, and how did the concept of FORTÉ come to fruition?
As the VP of Marketing at FORTÉ (formerly AVI Systems), I can say with confidence—this rebrand wasn’t something we took lightly. But it was something we embraced with excitement.
We’ve grown and evolved over the years—not just in size, but in how we serve our customers. Today, we design smarter workspaces, support hybrid teams, and help global organizations stay connected. The AVI Systems name reflected our AV roots, but it no longer captured who we are—or where we’re headed.
That’s where FORTÉ comes in. It means “strength,” and to us, it represents the deep expertise, reliability, and momentum we bring to every engagement. It’s also a nod to the strength of our people and our leadership in a fast-moving industry.
Rebranding to FORTÉ was about stepping into a bold, modern identity that matches the impact we’re making—locally, nationally, and globally.
What does the name FORTÉ represent, and how does it reflect the company’s evolution?
FORTÉ is more than a new name—it’s a signal of everything we’ve become.
As AVI Systems, we were a trusted AV integrator. Today, we’re a national company with global capabilities, a top 1% Microsoft Solutions Partner, and a provider of managed services with the logistics to deploy integrated meeting rooms in as little as 10 days.
That kind of transformation needed a name that reflected our strength, agility, and forward momentum. FORTÉ does exactly that.
It also reflects our ability to solve big challenges—from designing flexible collaboration spaces to rolling out standardized solutions across hundreds of locations. We’re enabling new ways of working.
What did the rebrand journey look like from idea to launch?
It started with a realization: we were delivering far more value than our brand communicated.
We had built a national footprint, served global clients, and offered rapid meeting room deployment. Yet, our name still suggested a focus solely on AV. That disconnect led us to reassess our brand and how we show up in the market.
The process was intentional and collaborative. We explored naming options, refined our message, built a visual identity, and tested it all to ensure alignment with who we are and where we’re going.
FORTÉ became the perfect expression of our strength, our people, and our vision for the future of work.
How did you ensure consistency across digital, physical, and real-world experiences during the transition?
Consistency was key from day one. We wanted FORTÉ to feel cohesive and authentic across every touchpoint.
We introduced brand guidelines covering tone, design, and messaging—making it easy for teams and partners to represent the brand with clarity and confidence.
Digitally, we launched a new website, updated social channels, and refreshed all online touchpoints. Physically, we’re updating signage, collateral, and customer experience centers to reflect the new identity.
Internally, we shared the “why” behind the rebrand and provided brand training to help employees bring FORTÉ to life in their own way.
What’s been the most rewarding part of leading the rebrand?
Without a doubt, it’s been seeing how the new brand has unified our team.
A rebrand isn’t just about visuals or messaging—it’s about rallying people around a shared vision. FORTÉ gave us a way to tell our story authentically. The response—from employees, customers, and partners—has been incredible.
It’s sparked conversations, opened doors, and renewed our sense of purpose. That’s the most rewarding part—building a brand that captures who we are and propels us forward.
What should existing and future customers know about FORTÉ today?
Simply put: FORTÉ is much more than an AV integrator.
We’re a national organization with global reach, capable of enterprise-level deployments and large-scale rollouts. We lead in unified collaboration, offer long-term managed services, and deploy functional meeting rooms in 10 days.
What sets FORTÉ apart is our ability to deliver end-to-end solutions—backed by the right people, processes, and technology. We listen, lead with clarity, and always center on people.
For any organization looking for a strategic partner who understands the modern workplace and has the strength to shape what’s next—we’re ready.
