Fletcher Outdoor came to Saddle as a skilled, experienced outdoor contractor whose work spoke for itself — but whose brand did not.
As the face of his business, the owner knew his company was capable of delivering high-end results, yet his visual identity and digital presence failed to reflect that level of expertise. He needed a brand that looked as good as the work he was producing in the field.
This engagement focused on building a strong foundation: a new brand identity, logo, and website designed to capture attention, communicate quality, and establish credibility from the first impression.
Fletcher Outdoor was operating with an outdated logo and minimal brand cohesion. While referrals and word-of-mouth drove business, the brand lacked the visual authority needed to compete confidently in a crowded outdoor services market.
Key challenges included:
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Saddle led a full brand transformation, treating Fletcher Outdoor not as a logo refresh, but as a positioning exercise.
Brand Identity & Logo Design
We redesigned the logo and visual identity to be bold, modern, and immediately recognizable — capturing attention while remaining timeless and professional. The new brand was built to reflect strength, craftsmanship, and confidence, aligning the visual presence with the owner’s expertise.
Brand System Development
Beyond the logo, we established a cohesive brand system including color palette, typography, and usage guidelines, ensuring consistency across digital and physical touchpoints.
Website Design & Messaging
We designed and developed a new website that:
The site was designed to work as a sales asset — reinforcing quality, credibility, and professionalism before the first conversation ever takes place.
Fletcher Outdoor launched with a modern, confident brand that aligns with the caliber of work delivered on-site. The new identity creates immediate visual credibility, supports word-of-mouth growth, and gives the business a professional foundation for future marketing efforts.
Most importantly, the brand now reflects the owner himself — skilled, reliable, and serious about the work.
Owner-led businesses rise or fall on perception. When the brand accurately reflects the quality behind it, trust is established faster and opportunities scale more easily.
This project demonstrates how strategic branding and thoughtful design can elevate a business — not by overcomplicating it, but by making it clear, confident, and cohesive.
