Building More Than Homes — Building a Brand.

When Cole Ferguson — owner of Ferguson Framing & Construction — approached Bahlr, he was ready to evolve. His business had earned a strong reputation across North Idaho, but his brand didn’t fully reflect the craftsmanship, versatility, and scale of what he was truly building. Cole wasn’t just framing houses anymore; he was building custom homes, remodels, decks, and large-scale projects throughout the Pacific Northwest. It was time for the brand to catch up to the business.

What started as a conversation about a logo quickly became something more — a collaborative journey between two families, built on trust, vision, and shared values.

The original brand name limited perception. It spoke to one specialty — framing — when in reality, Cole’s company was far more capable. The goal wasn’t just a rebrand; it was a total repositioning. We needed to create a name, identity, and digital presence that communicated the full scope of what Ferguson offers, while maintaining the authenticity and reputation Cole had already built.

Together, we landed on a new name: Ferguson Built — a name that embodies strength, trust, and craftsmanship. From there, we secured the domain fergusonbuilt.us — part of Bahlr’s growing portfolio of American-built brands using the .US extension.

With the new name in place, we dove into messaging. Through multiple meetings and long-form discussions, we refined what Ferguson Built represents — not just what they build, but how they build. The integrity, the family values, and the sense of pride in every project became the foundation for their new voice.

Next came design. Over 50 initial logo concepts evolved into a clean, modern, and powerful brand system — complete with six variations for flexible use across signage, apparel, vehicles, and digital applications. Once approved, Bahlr delivered a complete brand guideline, setting the tone for consistent communication across all touchpoints.

Following the brand rollout, we produced a suite of marketing collateral including business signage, yard signs, shirts, hats, and more — creating a full ecosystem that clients and crew could wear proudly. From there, our team developed a landing page and contact page to capture leads while we continued building out the full website experience.

This partnership continues to grow. Ferguson Built remains an active Bahlr account, with plans to move into video production and seasonal marketing campaigns that showcase their builds through every season in the Pacific Northwest.