Gardner Fence
A studio concept for Gardner Fence Systems — a thirty-eight year old Minnesota fence company that ships USA-made vinyl and aluminum direct to all forty-eight states from a town most people can’t pronounce.
Studio concept
Gardner Fence is a real, family-owned fence company — twenty-two million linear feet in use across the country since 1988. The product is generational; the brand doesn’t reflect that. This is the rebuild we’d ship.
Gardner Fence Systems has been shipping USA-made vinyl and aluminum fence direct from Bemidji, Minnesota since 1988. Lifetime warranty, family-owned by Tim and Trevor Hins. The product is generational. The brand wasn’t.
The marketing problem isn’t one buyer — it’s two. A horse farm in Kentucky buying ten thousand linear feet of four-rail estate fencing has nothing in common with a homeowner in Plymouth, Minnesota buying three hundred feet of six-foot privacy. One brand. Two completely different reads.
The strategy
One source.
Two front doors.
Path 01 · The estate buyer
Horse farms, ranches, working properties. They buy fence by the thousand-foot reel and they expect the salesperson to know the wall thickness off the top of their head. They want a spec sheet, not a brochure.
Path 02 · The homeowner
Suburban yards, pools, dogs, kids. They buy once in twenty years and they need to picture the result before they spend ten thousand dollars. They want a catalog and a price.
What we made first
The wordmark.
A slab serif wordmark held between two thin brass rails. The whole identity is the fence motif — the rails frame the name the way a real rail frames a property. Reads as a heritage trade mark, not a fence company logo.
The new wordmark doesn’t replace the original logo — it joins it. The heritage mark stays cast in the gate plaque and stamped on the product; the wordmark leads the marketing.
Path 02 · Selected work
The marketing site.
The homeowner’s front door. Real all-in pricing on the page, a map tool that quotes the yard in two minutes, and a heritage tone that signals what the company actually is — a thirty-eight year old Minnesota outfit shipping USA-made fence direct, not an Amazon drop-shipper.
Path 01 · Selected work
The spec sheet.
One page, faxable, the document a barn manager actually keeps. The Estate four-rail with a fence elevation diagram, dimensions called out the way an installer reads them, and the wall-thickness numbers on the front instead of buried six clicks deep on the site.
Front side · 8.5 × 11.
Path 02 · Selected work
The 2026 catalog.
A short printed catalog the homeowner can leave on the kitchen counter for a week. Cover sets the tone — pine green, brass rails, a confident statement of fact. Inside, every fence line gets one spread with the all-in per-foot price right on the page.
16-page booklet · Cover and the privacy spread shown.
Path 01 + 02 · Selected work
The gate plaque.
Cast brass, riveted to the latch side of every installed gate. Reads from twenty feet. The fence becomes its own salesperson — every yard, every barn, every horse property along a county road carries the mark of where it came from.
3 × 5 inches · Cast brass on vinyl gate panel.
Path 02 · Selected work
The quote card.
Mailed back the day after a quote request. Tactile, one card, the number in serif type on a real piece of paper. The lifetime warranty seal lives on the bottom half. Lock the price for thirty days at a quote-specific URL. Built so the customer shows it to their spouse and the spouse says yes.
Your quote · No surprise fees
Prepared for
The Halverson family
Lake Bemidji backyard · 312 linear feet · 6′ privacy
- 6' privacy panels — 312 LF$9,921.60
- Posts + caps included—
- 4' walk gate, latched$410.00
- Freight to 56601Included
Lifetime
WARRANTY
Won’t chip, crack, peel, or yellow. If it does, we replace it. For as long as you own the property.
Lock this price for 30 days at gardnerfence.com/quote/GF-26-0419 — or call 800-788-3461.
5 × 7 oversize postcard · Bone paper with pine header.
Path 01 + 02 · Selected work
The paid social.
Two static creatives, one for each buyer. The estate ad runs on horse-farm and ranch-property targeting; the homeowner ad runs on Meta + the Google Display Network. Both built on the same pine + brass system so the brand reads consistent across very different feeds.
1080 × 1080 each · Hover or tap to flip · Pine + brass.
The brand system
Identity.
Palette
Bone
#F2ECDF
Pine
#1B2D24
Iron
#2A2622
Brass
#A8823C
Type
Zilla Slab
Display · the wordmark · all headlines · the price
IBM Plex Sans
Body · UI · the small caps under the rail
Why this works
A direct brand should look like the source, not the storefront.
Most fence companies sell on price and proximity — local dealer, local installer, local markup. Gardner sells on the fact that they ship the fence direct, no middleman, since 1988.
Built something good and want a brand that says so?
david@marketing-lions.com