A name you can read from the road.
A bold A&M Fence wordmark, built to hold up on a truck door, a yard sign and a ball cap. The tagline came from Junior's own standard: Built Right, On Time.
Case Study / 07
A&M
Fence.
How a Concord Fence Company Built a Brand to Match the Company It's Becoming
AM—01 Fence & Gate
Full Rebrand Trademade Brand Co.
01 The Brief
Junior Benitez learned the fence business the hard way: digging post holes by hand, setting concrete in August heat, and running string lines until they were perfect.
That's where you learn to never cut corners.
A decade later, he owns A&M Fence Solutions in Concord, North Carolina. The work was already there. The brand needed to catch up.
The client: a fence contractor in Concord and the Lake Norman area
A&M Fence Solutions installs and repairs wood, vinyl, aluminum, chain link, split rail and custom fences, plus driveway gates and automated gate systems. Junior's crews work across Concord, Kannapolis, Huntersville, Mooresville, Cornelius, Davidson, Mt. Pleasant and China Grove.
His standard is simple: show up on time, build it right, and leave the property cleaner than you found it. Posts set in concrete at the right depth. Commercial-grade hardware. The same crew from the first post to the last gate latch, with no revolving door of subcontractors.
Caleb met Junior a while back and saw where he wanted to take the company. Junior wasn't trying to be the cheapest fence guy in town. He wanted to build a company that could scale, and he needed a brand foundation strong enough to grow on.
The problem: a growing company that still looked like one truck
In fencing, the homeowner usually picks from three quotes, and they all sound alike. The crew that looks the most professional at the curb tends to win. A&M's quality wasn't showing up anywhere before the estimate.
Jobs were also spread across more than 100 miles, which meant long drives and a name nobody saw twice. Part of the plan was to tighten that to a core service area around Concord and win it street by street, through referrals and neighbors who see the work.
Look like the company Junior is building, not the one he started. The brief.
The Approach
Our approach to fence company branding
Sell the standard, not the price.
Every piece leads with what makes A&M different: concrete-set posts, a dedicated crew, and guidance on the fence that fits the lot, the budget and the HOA.
Win the neighbors.
Fence work happens in full view of the street. We built the system around that moment, so every job advertises the next one.
The System
Piece
by
piece.
A logo suite, including high-contrast inverted versions for apparel and colored backgrounds, then every piece a homeowner touches, from the estimate to the street. Not pictured: crew apparel (caps, tees, polos and sweatshirts), social launch posts, and a website brand pack handed straight to A&M's web and SEO team.
9Pieces shown
$100Per referral
1Crew, start to finish
01 / 09
We also gave Junior a print sourcing sheet for every piece and a launch plan: announce the rebrand to past customers the same day it goes live on social.
The Result
A.
#1
A premium brand at the curb.
A&M now shows up to every estimate with a brand that matches the work: a branded crew and truck, and a printed kit that answers the homeowner's questions before they ask.
B.
0
A referral engine on every job.
Door hangers, 5-around cards, yard signs and a referral card mean every fence A&M builds is working to sell the next one on the same street.
C.
3-mo
Record months, three months later.
Within three months of the rebrand, Junior grew his sales team and A&M hit record months. The brand made the company look bigger, and the company grew into it.
D.
1
We hired them ourselves.
After the brand work was done, TradeMade hired A&M Fence Solutions to build the fence at our own property. That's the clearest endorsement we can give.
Caleb was great to work with. He helped me with rebranding my logo and brand to help us stand out. He also helped with designing my wrap logo which I'm excited to get in the near future. Working with him was very simple & I'm excited with the results we got. Would definitely recommend.
— Junior Benitez, Owner, A&M Fence Solutions
The Takeaways
What other fence companies can take from this
-
Your job site is your best ad. Brand the yard sign, the truck and the door hanger, and every install sells the next one.
-
Tighten your territory. Being known on fifty streets beats being unknown across a hundred miles.
-
Put your standard in writing. Homeowners can't see a concrete-set post in a quote, so show them.
TradeMade is the brand and growth partner for residential contractors and local service companies: identity, print, signage, fleet, websites and digital marketing. Doing great work with a brand that doesn't show it? Tell us what you're building.
Made for the trades Your brand can
Your brand can
do this too.
For premium residential contractors who want a brand that finally matches the quality of their work. Our sweet spot runs $3M and up, but if you have built something real, tell us what you are building.
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