Project Brief
Chris didn’t come to me needing help figuring out who he was. He came in with over two decades of hard-earned reputation, a loud name, and a mindset that doesn’t flinch.
Badlands isn’t just a name, it’s a personal anthem. It came from a moment that says everything about how Chris moves, standing on the ridge of a brutal framing job, hammer in the air, yelling “I’m the baddest in the land.” That stuck. Not because it sounded cool, but because it was true. It became the name of his company and the energy behind everything he builds.
He’s been doing this since ‘98. Still on the job, still swinging a hammer, and still backing his work with more pride than most. But when he’s not building, he’s behind the wheel of his Malibu, carving wakes and making the most of life. That balance between hard work and earned freedom was something we wanted the brand to hold.
This project wasn’t about starting something new. It was about giving what already exists a sharper edge.
The Solution
We started with the wolf. Not because it looks cool, but because it captured who Chris is. Calm, focused, sharp. The kind of presence that doesn’t need to be loud to take up space.
And then we layered in the details. Split ears, because he doesn’t waste time listening to noise. The bowtie inlay nods to old-school wood joinery, a subtle reminder of craft and control. The muzzle shape doubles as a boat cutting upstream. That part hit home. It’s a quiet nod to who Chris is when the work’s done cruising the lake, fully present, fully free.
The full identity system gives him flexibility to brand however he wants, from trucks to job signs to t-shirts to whatever he throws this logo on next.
What we made doesn’t just represent a construction company. It marks territory. It’s a flag planted by someone who builds it right, doesn’t cut corners, and lives full throttle on and off the job.
“From the first reveal, I was blown away. I absolutely love everything about this brand. It feels strong, unique, and completely dialed in to who we are. Sylas really knows what he’s doing. He took the time to explain why the logo should identify the brand, not try to explain every service, and that clarity made a huge difference for me.
The green, the badge options, the font choice, it all just works. It feels classic but still modern, which isn’t easy to pull off. I’ve been doing this a long time, and I trust my eye. This was spot on. I’m genuinely excited to put this brand on trucks, signs, and everything else. This feels like Badlands.”
Chris Felguth,
Owner of Badlands Construction
Chris Felguth,
Owner of Badlands Construction
