Just what is Felt?
Who is Felt?

The short answer:
Felt is a brand powerhouse for the building products industry.

The slightly longer but worth-your–time–to–read answer: We started out in 1994 as DeFord Designs, and for 15 years we’ve developed logos, catalogs, websites and branding strategies for a variety of B2B companies. Many of them were manufacturers and distributors of building products, an industry that, for myriad reasons, we grew to love.

Most of those manufacturers and distributors didn’t really see themselves as brands–just companies looking to boost sales and forge stronger relationships with their customers. Loyalty.

But how do you win the hearts and minds of customers in an industry where “head” and “heart” have not always connected? Can a purveyor of millwork or cabinet hardware or HVAC engineering become a standout brand with a passionate following?

OH, YES! We've been helping companies like The Wurth Group and Louis and Company do just that for almost a decade, through consistent, powerful communications that aren’t just seen or heard, but felt.