Celebrating 40 Years of NEFCO's Success and Setting the Stage for Future Growth

Their Story

In 1981, NEFCO began as a small fastener distributor and steadily grew into a leader in the construction supply industry. Over the years, they developed a robust network of branches along the eastern seaboard, becoming renowned for their unparalleled customer service and the largest inventory in the industry. As the company approached its 40th anniversary, NEFCO sought to celebrate its legacy while preparing for a future of high growth. They needed a refreshed brand identity that honored their past and positioned them for continued success in a competitive marketplace.

The Challenge / Our Solution 

NEFCO partnered with WANT Branding to redefine its identity and bring this vision to life. Together, we undertook a comprehensive rebranding process, starting with in-depth discovery and insight gathering. Through interviews, virtual focus groups, and a competitive audit, we developed a clear understanding of NEFCO’s strengths and opportunities.

We then realigned NEFCO’s brand architecture under a unified masterbrand strategy, creating better alignment across branches while reinforcing the equity of the NEFCO parent brand. To encapsulate NEFCO’s collaborative spirit, we developed a new positioning idea: “United We Build.” This concept reflected NEFCO’s internal teamwork and strong partnerships with contractors and manufacturers.

Visually, we modernized NEFCO’s logo, keeping the beloved Syracuse orange and blue while introducing a bold “N” seal of approval symbol paired with action-oriented typography. To ensure the new brand launch was impactful, we produced a dynamic video that energized internal teams and engaged external audiences. Additional assets—including promotional materials, marketing collateral, signage, and social media graphics—ensured a seamless and cohesive rollout.

The Results

NEFCO’s rebranding successfully celebrated its 40-year milestone while positioning the company for a future of growth and innovation. The refreshed brand identity resonated deeply with employees, customers, and industry stakeholders, strengthening NEFCO’s reputation as a leader in the construction supply industry. The new positioning and visual identity created excitement and reinforced NEFCO’s commitment to building strong relationships and delivering excellence for decades to come.

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