A Modern Brand Identity for a Leading Building Products Distributor

BlueLinx

My Role

Branding, Stylescapes, Creative Direction, UI Design, Team Lead, Design System, Photoshoot

Overview

BlueLinx, a major building products distributor with over 2,000 employees and over $3 billion in annual revenue, sought a brand transformation to align with their new strategic direction. Our goal was to create a modern, professional, and visually impactful identity that authentically resonated with their target audience across the residential and commercial construction markets.

Awards

2023 Web Excellence Award (Brand Strategy)

Challenges

The rebranding project required extensive market research to navigate a saturated industry filled with competitors. The new identity also needed to be adaptable across digital and print advertising, maintaining consistency and flexibility across all touchpoints.

Solution

We developed a comprehensive visual and verbal design system grounded in qualitative feedback from diverse stakeholders, ranging from C-suite executives to factory workers. Our team modernized the BlueLinx brand by designing a new logo that emphasized durability and motion while ensuring legibility. Additionally, we crafted detailed brand guidelines to empower internal teams, helping them produce visually consistent and impactful assets aligned with the refreshed identity.

Delight

To enhance authenticity, we directed a photoshoot that featured real BlueLinx employees, aligning the brand’s imagery with its new visual design system. This approach not only gave the brand a fresh and professional look but also fostered a sense of pride and inclusivity among employees, who felt directly represented in the new BlueLinx identity.

Conclusion

The new brand was launched to positive reception, reflecting a contemporary identity that clearly communicates who BlueLinx is, what they do, and what they stand for. We also redesigned key pages of their website to showcase the new look and feel, further solidifying BlueLinx’s position in the market as a reliable, forward-thinking partner in construction.