For nearly 80 years, Simkins Lumber—formerly known as Simkins-Hallin—has been the go-to partner for professional builders and designers across Montana. Based in Bozeman, they’re far more than a traditional lumber yard. From premium windows to expertly crafted trusses and the all-important finishing touches, Simkins Lumber provides both top-tier materials and the knowledgeable support that lets customers build with absolute confidence.
When Simkins Lumber joined forces with Hardy, their mission was clear: shape a visionary strategy inspired by their rich history, brought to life with a fresh name, a distinctive visual identity, and a modern website.
Brand Strategy
Brand Identity
Website
Bozeman, Montana
A refreshed focus, visual identity, and website honor decades of hard-earned trust as Montana’s largest single-location building material supplier—while ensuring today’s customers continue to receive the hallmark Simkins support that has defined the company for generations.
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Uncover and communicate Simkins Lumber’s deeper ‘why’—guiding the brand’s direction and visual presence to create an identity that’s as lasting as it is authentic.
Position Simkins Lumber as the go-to building material supply partner for professional builders and designers—one that pays homage to their rich history and unwavering reputation for reliability.
We began by defining a brand strategy to position Simkins Lumber as Montana’s trusted supplier. Next, we created a distinctive, hand-done logo to convey warmth and timelessness, setting Simkins apart. Finally, we introduced a user-friendly website that offers quick access to expert support—ensuring the brand remains both relevant and connected to its community.
Hardy facilitated a multi-phase brand launch that considered everything from employee-owner training to the ‘why pay more’ signs. The first step was to train all leadership staff on the new strategy. By providing consistent language, their leadership team has the tools to communicate the brand to all employee-owners and customers, utilize it in hiring, and lean on it for business decisions. To support the high level of service T&C is known for, we created talking points, rack cards, and tools that empower employee-owners to answer questions customers may have.
The Bridger Brewing team wanted to be prepared to can and distribute its beer after opening its second location. AMS partnered with Bridger Brewing for packaging design concepts. The first step in the packaging process involved a strategy session in which the unique identity of each beer was explored and dissected. Several concepts were then sketched out. Once a concept was selected for each beer, custom illustrations were created for cans and boxes. The result is a full lineup of beers, each with its own design that is unique while still clearly a member of the Bridger Brewing brand.
The longest line you’ll see comes from a reel.
Big ideas are best discussed on the back of a pickup.
