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November 17, 2025
SHEBOYGAN FALLS – From ideation and fabrication to production and installation, President/Owner Justin Webb said FifthColor can do it all for their clients.
It’s for that very reason, Webb said, that the marketing, activation and events agency is expanding.
Announcing plans to expand its Sheboygan Falls-based headquarters in September, Webb said once complete – expected sometime in February or March 2026 – the project will bring the facility to a total of 85,000 square feet.
“Interestingly enough, it’s actually a three-phase approach,” he said. “We started with a small expansion to add offices on the south side, and now we’re in the second phase of building the new 35,000-square-foot facility going up right now.”
Webb said the additional space will support the full spectrum of physical and digital marketing services – from brand strategy and design; signage, display and packaging production; as well as social engagement, event activation and more – that FifthColor offers.
“We consider ourselves one of the few that can truly call ourselves an omnichannel agency and actually deliver on it,” he said. “We’ve got fabrication, events, activations, marketing and printing, all under one roof, right here in this facility.”
An event-full facility
In 2019, when FifthColor initially acquired an event logistics business, Webb said it was activating roughly 13 professional sporting events a year.
“They started as a client of ours, and I remember thinking, ‘That’s a really cool company and something we could build on to grow our client portfolio,’” he said. “That thought turned into us acquiring a professional sports activation company.”
After the purchase, Webb said FifthColor inherited warehouse space on the south side of Sheboygan.
“It’s not far, but it has a big impact on our operations,” he said. “We realized we were outgrowing the space on Sheboygan’s south side and could achieve much better efficiency by bringing everything in house.”
Now activating twice as many events – “this past year, we did 27 total events” – Webb said FifthColor decided to expand its headquarters and “build a world-class facility” dedicated to the “professional sports activation” side of the business.
Providing comprehensive “design, fabrication and installation” services for sporting events – such as the NCAA College Football Championships or the upcoming 2026 Special Olympics – Webb said activating those types of traveling events has become a specialty for the agency.
To highlight that aspect of the business, Webb said FifthColor installed a temporary display outside of its headquarters, with 350 flags representing each individual sporting event the company has had a hand in activating – whether that be signage, displays, the flags themselves or more.
“It was a great way for us to highlight one of the key elements we offer for professional sporting events,” he said. “So often, people don’t realize the full breadth of what we do. Almost everything a fan touches outside of the tent structure and bleachers is provided by us, from the exterior of the tent to the fan entrances, flags, fence, championship stage backdrops and fan activations. These are all things we handle, and so much more. While signage is a component, there is so much more to it.”
With an in-house production team – often tasked with the construction and/or fabrication of event elements – Webb said FifthColor can tackle complex requests at a large scale.
“For example, the Special Olympics will be at the University of Minnesota next year, and their entrances are right up against buildings,” he said. “They wanted a way to make it feel like a grand entrance for the athletes, so we custom-designed entryways that fit over the existing structures without drilling into them – allowing us to build elaborate, freestanding displays without damaging buildings or sidewalks. They are essentially all freestanding.”
Webb said FifthColor has “grown to become the No. 1 player” in the sporting event activation space – signing long-term contracts with many of the companies in search of its services.
“We’re finding more and more people knocking on our door because we’re known as the most efficient and technologically advanced player in the game – pun intended,” he said. “Now, we’re focused on maximizing our operation, hence the expansion, to be as efficient as possible, serve existing clients better and take on new ones.”
All-around growth
Following the 2019 acquisition, Webb said FifthColor has been “lucky” to maintain and hire “some very talented people” to lead its event business.
“The majority of the team stayed on following the acquisition, including members of the former ownership group,” he said. “Their experience and leadership continue to be a big part of our success, with one of the former owners, Nick Franzen, being a partner at FifthColor and Jeff Sirek a vice president of events.”
Webb said he credits the events division’s executive team for being “phenomenal” at training the “young group of leaders” now leading FifthColor’s events business.
“And they needed a space here locally where they could sit because, again, we’re the only agency with all the experts under one roof in one group – and we really mean it,” he said. “You have to sit in this facility if you want to work here. We like to say, ‘Answers are found across the hall, not in the reply-to-all.’”
Once sporting event operations move into the new facility – “space is tight right now, but we’re making it work” – Webb said the northeast side of FifthColor’s building will house offices for its increasing workforce.
“We’ve already hired the warehouse manager who will oversee the warehouse side of the expansion, and there’s more leadership coming – we just brought on two new leaders who start [soon],” he said. “We can’t afford to wait for the building to be finished, because our event season kicks off in March. They need to understand our operation now, while the new facility is still under construction.”
Over its decade in business, Webb said FifthColor’s workforce has grown from six to more than 100 team members to keep pace with the company’s “1,900% revenue increase” in the same timeframe.
“The marketing side has grown exponentially,” he said. “Similarly, as we continue to take on more events, the production side requires additional capacity, and the event team keeps growing with new managers, installers and designers.”
Based on FifthColor’s current trajectory – “with client pitches in motion and secured work already extending into 2026 and 2027” – Webb said the company anticipates potentially doubling its workforce “within the next two to three years.”
Community, employee appreciation
Webb said he and his team were recently notified that FifthColor had won an Anthem Award – “the largest and most comprehensive social impact award,” according to the organization’s website, anthemawards.com.
The award, he said, demonstrates that every facet of FifthColor’s business – from marketing to production and events – is turning out notable work that not only measures up, but outshines the deliverables of other national companies.
“We won an international Anthem Award for our work with the Food Bank of Sheboygan,” he said. “It was an incredible honor, especially considering the level of competition we were up against.”
The Food Bank of Sheboygan’s Food for Thought for Kids program, Webb said, helps food-insecure children by supplying their families with lunches over the weekend.
“There’s a real need for that in Sheboygan County,” he said. “They rely on donations to operate, so FifthColor contributed $10,000 to the program. Then we turned that donation into a campaign focused on creating long-term support for Food for Thought for Kids.”
With its $10,000 donation, Webb said FifthColor helped spark recurring community contributions – ultimately generating a total of $250,000 for the program.
“Our goal was to generate small, recurring donations that would give the Food for Thought for Kids program long-term donors,” he said. “It’s such a meaningful initiative, and we’re proud to support it. It’s vital for kids in our community, and we’re truly honored to be recognized with the Anthem Award.”
Competing – “and winning” – against other agencies in “Manhattan, Chicago and LA,” Webb said FifthColor is consistently recruiting top talent to Sheboygan County.
“We’re attracting talent from other agencies because we’re doing things differently,” he said. “We take care of our people – and we’re making work fun again.”
Webb said FifthColor’s employees have not only made the company what it is today, but are the fuel for its continued growth into the future.
“It’s a great story, and it’s not because of the owners at FifthColor, it’s because of the people,” he said. “We didn’t build this – the team did, and I truly mean that. We have an incredible group, and I couldn’t do it without them.”
For more on FifthColor, visit its website – fifthcolor.com – or find the company on social media.
