Simkins Lumber
Creative direction for brand rollout, website, and photography following a major rebrand of Montana’s largest single-location building materials supplier.
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challenge
With a new name and identity in place, Simkins needed consistent, high-quality execution across collateral, photography, and digital touchpoints—without losing the trust it had built with professional builders and designers over nearly eight decades.
solution
I provided senior creative direction to ensure the new identity was applied with clarity, restraint, and consistency across all customer-facing materials, guiding the website build and directing photography to reflect Simkins’ expertise and approachability.
For nearly 80 years, Simkins Lumber has served professional builders and designers across Montana. Based in Bozeman, the company offers far more than materials—providing expert guidance, dependable partnerships, and the confidence that comes from working with a deeply knowledgeable team.
After Simkins completed a major rebrand (formerly Simkins-Hallin), I joined the project as a fractional creative director at Hardy Brands to help bring the new identity to life. My role focused on execution: translating the brand strategy into cohesive collateral, overseeing the website experience, and directing photography that captured both the scale of the operation and the people behind it.
The emphasis throughout was consistency and usability. The website was designed to make it easy for professionals to access expertise quickly, while photography and supporting materials reinforced the warmth, competence, and reliability that define the Simkins experience.
The result is a confident, well-executed brand rollout that honors decades of trust while ensuring the new identity feels natural, credible, and durable in the real world—not just on paper.
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