Ferguson Home
Redefining home improvement through a unified brand experience
Where it all comes together
Ferguson, the nation’s largest distributor of residential and commercial plumbing supplies, partnered with Fifty Thousand Feet in a multi-year collaboration to evaluate, position, and ultimately consolidate Ferguson’s showroom and e-commerce brands into a single, omnichannel destination: Ferguson Home.
The Ferguson Home brand combines Build.com’s digital shopping experience with Ferguson Bath, Kitchen & Lighting Gallery’s physical showroom presence and expertise to comprehensively support trade professionals and homeowners planning, sourcing, and executing residential projects.
250+ locations nationwide with consistent brand experience
4 distinct audience segments with tailored messaging strategies
Services
- Brand Positioning & Narrative
- Brand & Portfolio Architecture
- Visual Identity & Design Systems
- Messaging & Voice
- Customer Experience & Service Design
- Experiential & Environmental Design
- Integrated Marketing & Campaigns
- Go-to-Market & Growth Strategy
Sectors
- Architecture & Built Environment
Brand Transition
Our work began with a series of stakeholder interviews and roadmapping workshops to help Ferguson assess the value of the Build.com and Ferguson Bath, Kitchen & Lighting Gallery brands.
Strategic Analysis and Recommendations
Robust journey mapping and customer experience analysis considered customer value propositions as well as product distribution and channel strategies in order to maximize the growth of each business.
Ultimately, through research insights, FTF validated the proposed merger of these two entities into a singular sub-brand to create a more holistic business model and customer experience.
Interim Brand
During the transition period, we helped Ferguson roll out an interim state of Build With Ferguson, resulting in an adapted visual identity to introduce the changes to trusted trade professionals and an expanding homeowner audience.
Brand Strategy, Platform, and Identity
With a transitional solution live, we continued building a verbal and visual foundation for the complete Ferguson Home brand.
Brand Platform
Part of this effort included defining its distinct role within the competitive retail landscape, along with personality attributes, thematic pillars, and a brand story.
Visual Identity
A refined visual identity followed, creating a cohesive system that positioned Ferguson Home as a leader while maintaining connection to the Ferguson Enterprises family.
Brand Activation and Customer Experience
We created a comprehensive messaging framework supporting four key audience segments—builders/remodelers, homeowners, architects/designers, and vendor partners—each with tailored value propositions and proof points.
FTF provided fresh, strategic insights that helped us define a unique market position and unified brand platform, while seamlessly supporting and amplifying the efforts of our internal team. Their sharp perspective brought clarity and creativity at exactly the right moments.
Andrew Mayfield
Ferguson Senior Brand Manager
Activation Highlights
Our activation work included go-to-market concepts ranging from customer experience elements to strategic brand partnerships, plus a comprehensive showroom toolkit that ensures consistent brand experiences across national locations despite varying store sizes, aesthetics, and transition stages.
