The Situation
Lummus Supply had nearly 100 years of history and generations of builder relationships, but longevity alone wasn’t enough to differentiate the brand. Research showed competitors making similar claims around legacy, family ownership and service. The opportunity was to uncover what truly made Lummus different and create a brand built for its next century.
Our Approach
We audited local and national competitors, then leveraged our brand discovery process to uncover what had sustained Lummus for generations. Communication, Confidence and Consistency emerged as its essence, while the Outlaw archetype captured its independent spirit: a company willing to reject an increasingly corporate industry in favor of relationships, accountability and long-term partnership.
Services
BRAND DEFINITION
BRAND STRATEGY
BRAND POSITIONING
LOGO DESIGN
VISUAL IDENTITY
MESSAGING
Solution
We positioned Lummus as the independent building materials supplier that puts long-term partnership ahead of short-term profit. A modernized identity retained its recognizable red while introducing stronger typography, an expanded palette, and a flexible visual system, connecting nearly a century of credibility to a more confident future.
When Reckon identified Lummus as an ‘Outlaw’ brand, it immediately clicked. They didn’t try to reinvent who we are, they uncovered what has made us different for 100 years. In an industry that keeps getting more corporate, we’ve always chosen our own path, and Reckon helped us turn that independence into one of the strongest parts of our brand.
