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A new look for a new market leader

We made a leading brand even better

It’s 2021. COVID lockdown is in full effect. Not an ideal time for Builders FirstSource to make serious moves, let alone move ahead with the biggest merger in the company’s history. But that’s exactly what it did, merging with Building Materials Holding Company (BMC). In doing so, it created the nation’s largest supplier of building materials at the time, with a market cap of $11.2 billion. It also created a unique branding opportunity for CMD.

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Brand strategy

Working with what’s working

The first step in building a home? Start simply. Same goes for brand building. For BFS, we studied everything from colors and font pairings to messaging and photography, and literally everything in between. Then, we did the same for the competition. It soon became clear which spaces were already claimed in the market, and where the new BFS brand could set up shop.

Branding

New look, who this?

When it comes to the building supplies industry, this wasn’t our first time around the block. We leaned into our long history and deep industry experience to create the latest evolution of the BFS brand. One that’s confident in its industry experience and position, authentic in its people and heritage, and—just like its customers—highly versatile.