Case studies from a Bend, Oregon Ad Agency…

You won’t find any Fortune 500 companies here. That’s not our niche. Our clients are business owners who don’t have time to become marketing experts. They are entrepreneurs with a dream. They are business owners and CEOs who want to reach the next level of success. Whatever that may be.

Naming, brand strategy and identity design in the natural foods industry

Client: Superior Foods Int. — Watsonville, CA


Brand: Eathos – Premium, plant-based frozen foods


Bend, Oregon Ad Agency: BN Branding


Initial Assignment: Create a new frozen food brand, from scratch.


Solution: Brand Strategy, Naming, Identity Design, Packaging Design, Web Design and Development.


Craig Forrest is a veteran sales executive from the frozen food industry. After 20 years in the business he wanted to launch a brand of his own, so he teamed up with his old friends at Superior Foods Int. and with BN Branding.

“I had a general sense of what I wanted this new brand to be, but John and his team at BN Branding helped flesh it out and literally brought it to life,” Craig said.

BN Branding began with research and a thorough brand strategy that helped the partners solidify their vision for the new business. Then they dove into the naming process.

“BN Branding has a really great system for namestorming that takes some of the guesswork out of the process,” Craig said. “It’s never easy, and it took some time, but we’re thrilled with the name Eathos and the tagline. It’s a winner.”

Once the naming process was complete the BN Branding team designed the brand identity and the packaging for the first 8 SKUs. At the same time, we were developing version 2.0 of the website and all the marketing materials the sales team needed to get the product on store shelves. (The entrees are currently available in 800 Target stores and will be rolling out in Costco later in 2022)

BN Branding now helps in a tactical marketing role, handling the digital advertising as well as the on-going packaging updates.




Food branding by BN Branding

















Naming, branding and advertising in the supplements industry

Client: Organic 3 Inc. — Detroit, Michigan


Brand: Smidge – Small Batch Supplements


Bend, Oregon Ad Agency: BN Branding


Initial Assignment: Reorganize and rebrand all of the company’s product lines.


Solution: Devise a whole new category of probiotic supplements, vitamins and minerals.


Dan Corrigan and his partners at Organic 3 knew they needed help with their branding. They had a successful ecommerce operation but they were selling their products under a hodge-podge of names with no clear brand strategy.

“We were all over the place,” Dan said. “We thought we wanted to keep the GutPro name, and introduce a new name for our other lines, but the team at BN Branding pointed us in a much better direction.”

Smidge, small batch supplements.

BN Branding devised a whole new name, new category and new identity for Organic 3. It was a classic case of choosing the one name that produced the most divisive feedback in early research.

“We thought we knew what we wanted for a new name, Dan said. “But Smidge is so much better! People either loved it, or hated it. That’s how we knew it was going to be a winning brand. And BN’s strategy of owning a category is absolutely brilliant. No one else in our industry is doing that.”

Once the naming process was complete the BN Branding team designed the brand identity, the packaging, posters, branded merchandise, digital advertising concepts and the entire look and feel for all Smidge stuff.

“My biggest mistake was not calling BN Branding a lot sooner,” Dan said.  We insisted on a name that wasn’t protectable, and that false start on the branding cost us a lot of money.”














Branding in the natural foods industry

Client: Leslie’s Organics — Petaluma, CA


Brand: Coconut Secret


Bend, Oregon Ad Agency: BN Branding


Initial Assignment: Update an old, outdated website.


Solution: Launch an ecommerce operation and turn the website into a profit center.


Leslie Caren, co-owner of Coconut Secret, was drawn to BN Branding through the Brand Insight Blog.

“When I read their article on the yin and yang of marketing, I just had to connect with them,” Leslie said. “I could tell that we’d get along… that they got it.”

Leslie needed to update her website, but it was a classic case of delivering what’s best for the client, rather than what the client thought she needed.

At that time, Coconut Secret did not have an ecommerce store, so it wasn’t a case of migrating old content onto a new website, they needed a whole new approach to their business.

“They really went above and beyond, with a new tagline, new photography, new storytelling and a whole new way of doing business through Shopify.” Leslie said. “I never dreamed we’d have that type of ecommerce business. “

“The service at BN Branding has been tremendous,” she added. “We knew nothing about ecommerce or about modern website design, and they made the process totally manageable. They handled everything from the copywriting to the images and the coding and the maintenance.”

Two years after the new site was launched Coconut Secret was acquired by a multinational food company. Leslie and her brother Randy said they were able to sell for a multiplier that they never dreamed of.

“Who knew that Coconut Aminos as an alternative to soy sauce could amount to all that,” Leslie said.  “But we built a nice little brand, and it was time for new management that could take it to the next level.  I was sad to see that the first thing they did was dismantle the website and all the great work that BN Branding did.”








Golf Industry Marketing

Client: The Golf Institute — Lady Lake, FL


Initial Assignment: Re-name and re-brand the company.  Create the company’s first website and ad campaign.


Bend, Oregon Ad Agency: BN Branding


Solution: Build a whole new business model that turns the sales pitch into a money-making educational service.


John Ford’s not the type of guy who dishes out compliments. In fact, he’s one tough customer. But he’s been a client since 2006, and has stuck with us through three different business entities.

“Marketing is kind of an obsession of mine,” Ford said. “I’ve studied it. I’ve read tons of books. And I’ve worked with big-name advertising guys all across the country, but I keep going back to this little Bend advertising agency.”

“They have a process that I like, and they always deliver what they say they’re going to deliver. And damn… some of the advertising they’ve done for me is just brilliant.”

We started with brand strategy, a value proposition and brand identity for GNL golf.  The work continued with a website, point-of-purchase advertising, direct response and print advertising.  In the process of developing his new website, we devised a whole new business model for him.

“We have more leads and a better sales process than we’ve ever had before,”Ford said.  “We’re killing it with our putting clinics… basically getting people to pay us to learn and listen to our sales pitch.” Read more about the GNL case study here.




Marketing in the natural foods industry

Client: Azure Standard — The Dalles, OR


Bend, Oregon Ad Agency: BN Branding


Initial Assignment: Increase ad revenues in the company’s quarterly publication.


Solution: Revamp the magazine, launch a content marketing effort, and build industry goodwill.


Results:  Increased revenues 10x in just 12 months.


Azure Standard is a national distributor of natural foods and organic products. We devised the Azure Indie Partner Program that targeted Azure’s vendors, industry partners and potential vendors in order to build the Azure brand from the inside.

“Sometimes the best branding projects aren’t focused on end customers,” said Debbie Pantenburg, CMO at Azure.

“What John created was a strategically brilliant concept that transformed Azure’s position in the industry. He connected suppliers, team members and customers in a common cause. The idea went right to our core values, and helped define a business model that differentiates Azure from the competition.”

“John was a key partner on the marketing team. He was also instrumental in the launch of our content marketing effort and advertising.”





Real Estate advertising and branding

Client: Morris Hayden — Bend, OR


Bend, Oregon Ad Agency: BN Branding


Initial Assignment: Naming, brand identity and website design


Results: Successfully launched a new brand in a highly crowded market and later sold it for a 12x ROI.


Morris Hayden was a property management company and real estate brokerage in Bend, Oregon. We did the naming, created this brand identity, and built a highly functional website that enabled the owner to achieve her dream… a highly profitable sale of the company.

“Bend is overrun by realtors, investors and property management companies,” said Erika Morris, founder & former owner of Morris Hayden. “BN Branding helped us stand out from the crowd and added immediate value to the company.”

“We needed the website to be just as functional as all the rest, with the MLS listings and all that, plus it had to look different. The idea of Rosey the Riveter was perfect for us. We got compliments on that site all the time, and it was a big factor in my successful exit from the business. ”




Branding and advertising in the software industry

Client: SaleFish Software — Toronto, Canada


Bend, Oregon Ad Agency: BN Branding


Initial Assignment: New brand identity & messaging


Solution: Rebrand the company with a new identity, new value proposition, new messaging and new sales materials



SaleFish Software is one of the entrenched leaders in the Canadian proptech arena. But the CEO  needed some help taking it to the next level.  In order to go global he knew he needed a better brand identity and a new way of looking at his value proposition.

“BN Branding was very thorough in their process, and they determined that we needed to change the way we sold our software,” Haws said. “In a nutshell… We quit selling the nitty-gritty features, and started focusing on the outcomes that we achieve for our clients. And the response was immediately positive. I’m very, very happy with the new branding. It’s all coming together fabulously.”






Marketing in the tourism industry

Client: Black Butte Ranch

Bend, Oregon Advertising Agency: BN Branding


Assignment: Brand re-fresh, advertising, resort signage, collateral, direct mail.


Results: A record number of heads in beds


We literally wrote the book on the Black Butte Ranch Brand. We also updated an aging logo, ran a ground-breaking radio ad campaign, devised seasonal promotions and produced new signage throughout the resort.

“When I was at Black Butte Ranch we wanted a Bend ad agency that really knew the tourism market,” said Preston Thompson.  “BNBranding was our advertising agency of record. They started  by doing research and writing ‘the book’ on the Black Butte Ranch brand. Then they refreshed our brand identity, produced new signage throughout the resort, and did some great advertising for us. Their work put heads in beds and helped us increase our golf revenues.”

“I think the radio campaign that John and his team did for us was some of the best radio work I’ve ever heard. It was “out there” for Black Butte and yet it was right on brand. The story telling, the script writing, the choice of talent… it was amazing.”






Branding a Non-Profit Organization

Client: Working Wonders Children’s Museum


Bend, Oregon Advertising Agency: BN Branding


Assignment: Launch a new non-profit brand from the ground up… Naming, identity design, advertising


Launching a start-up is hard. Launching a start-up non-profit organization is even harder.

BN Branding was the advertising agency that helped build Working Wonders Children’s Museum from the ground up. We devised the name, tagline and brand identity, helped with fundraising and board development, wrote their mission statement and acted as the museum’s ad agency. We even helped create and build the playful, hands-on spaces in the museum itself. It was a labor of love.





Marketing to Restaurant Owners

Client: The Where To Eat Guide — Bend, OR


Bend, Oregon Advertising Agency: BN Branding


Initial Assignment: Create sales materials and a pitch deck


Solution: An integrated, in-your-face campaign that opened up two new markets.


The owner of The Where-To-Eat-Guide needed to get his message through to hyper-busy restaurant owners.  So we hit them right between the eyes with ads, email, direct mail and printed sales materials that helped him expand his publishing business from Bend, to Portland, to Seattle and eventually Napa.

“I didn’t think I needed an advertising agency,” said John Herbik. “I figured I could do a lot of it myself, with just some freelancers. But I need to thank John and his team for their insight on branding and marketing. The stuff they did really got attention and opened a lot of doors for my sales people.”



examples of copywriting from BNBranding




Here's what they say about us:


“As a CFO, I’m pretty leery of branding firms. Most of them just end up costing the company a lot of money, without any measurable results. But John Furgurson has a good head for business and he grasps the importance of results. His batting average is very good. Plus, he looks for ways to save money, not just spend it. I wish we would have spent more with BN Branding, and less with the other firms we’ve hired.”

Carl Rigney

CFO and franchise owner

“From a branding standpoint, we were pretty well lost before we hired BN Branding. They’ve helped us organize our product lines, create a comprehensive brand strategy, and design two fantastic brands. It’s been a great combination of strategic consulting and creative design… I’ve been very impressed.”

Dan Corrigan

Organic 3

“As an interior designer I really appreciate the art and craftsmanship of the work they do at BN Branding. Their design work is meticulous and very well thought out. John Furgurson is the consummate professional… always delivers what he says he’s going to deliver. They did my website and some very nice printed sales materials. It’s first rate. I would definitely recommend them.”

Lisa Slayman

Slayman Cinema

“My “aha” moment with BN Branding was truly remarkable.  They helped me recognize a far broader application for my product.  They also went above and beyond with their namestorming process and came up with Kittigan Crossboats. My relatively small, early investment with BN Branding was immensely worthwhile.  John is a skilled strategist with some mad creative skills. “

Michael Grant

Kitigan CrossCanoes

“We didn’t think we needed an ad agency, but when we found BN Branding, our website was in a state of emergency. They took great interest in our products and took the time to get familiar with our business model and our clientele. John came up with the new name and logo. And when the site was finished and launched, our selling proposition was much more clear, which led to more online sales without the “pre-call”.  I would recommend BNBranding to anyone looking for any marketing.”

Scott Beydler

Beydler CNC

BN Branding News

National brand launch in the supplements industry.

Sept 10, 2020

Dan Corrigan and his partners at Organic 3 knew they needed help with their branding. They had a successful ecommerce operation with one of the leading brands of probiotics, but they were selling their products under a hodge-podge of names with no clear brand strategy.

“We were all over the place,” Dan said. “We thought we wanted to keep the GutPro name, and introduce a new name for our other lines. We even had a name in mind, but we ran into some trademark issues with that.  Luckily, the team at BN Branding pointed us in a much better direction.”

Smidge, small batch supplements.

BN Branding invented a whole new category of supplements and devised the brand name and new identity for Organic 3. It was a classic case of choosing the one name that produced the most devisive feedback in early research.

“People either loved it, or hated it,” said John Furgurson, Creative Director at BN Branding. “That’s how we knew that Smidge was going to be a winning brand. “We just had to show the team enough other good names, and wait till all the partners came back around to Smidge. I give them a lot of credit for being brave, and diving into the new identity with both feet.”

Once the naming process was complete the BN Branding team designed the brand identity, the packaging, advertising concepts and the entire look and feel for all Smidge stuff. See it all at




Big things happening for our client in the proptech software industry.

July 16, 2019

SaleFish Software is a SAAS company out of Toronto that serves residential real estate developers. Rick Haws, SaleFish CEO, hired BN Branding initially to do a new website. However, as the research & discovery work progressed we determined that SaleFish needed to rebrand itself in order to achieve the goals that Rick set out.

The scope of work has progressed from a simple website refresh to a new brand identity, collateral materials, video production, content marketing and digital advertising.

“I’m very happy with the new branding,” Haws said. “It came together perfectly… with the new logo and the new site, and some new sales materials… now we’re poised to expand our global reach.”


Bend branding firm redesigns GutPro packaging

Jan 2, 2019

Organic 3 Inc., makers of Gut Pro probiotics and owner of Corganic Ecommerce has hired BN Branding to design a new brand identity and packaging for their GutPro line of probiotics and enzymes.



Bend, Oregon advertising agency BN Branding chosen to help launch a new health benefits company in California.

Nov 15, 2018

Bend, Oregon branding firmIncentive Health of Bakersfield, California has hired BN Branding to help them stir things up in the health benefits arena. The Bend, Oregon advertising agency is working on a brand strategy, go-to-market plan, website, sales materials and a tactical marketing plan for the new company.

“This is a fantastic opportunity for us to help create a disruptive new brand, from the ground up,” said John Furgurson, owner of BNBranding. “We’re going to change the way CEOs look at health benefits. It’s exciting.”

Until now, CEOs have faced a difficult decision when doing their annual review of health benefits.

“It’s always been a trade off,” Furgurson said. “They had to choose between their people and their profits. It’s a no-win. But now there’s an alternative to that.”


BNBranding launches new website and ecommerce store for Coconut Secret

Aug, 2018

BNBranding website for Coconut SecretWe’re proud to be working Leslie’s Organics, makers of the Coconut Secret Brand of natural foods. Leslie and Randy chose BN Branding to launch an ecommerce website and provide tactical marketing assistance.

Coconut Aminos is the nation’s #1 selling brand of soy-free Asian condiments. They also have a delicious line of candy bars, chocolate bars and granola bars, all sweetened with coconut nectar. So we’re getting some tasty photography for that. (Thanks to Mike Houska, at Dogleg Studios.)


Read more news »

Some of the brands we’ve helped over the years…

Brand identity design by BNBranding

Black Butte Ranch brand identity design by BNBranding

Coconut Secret logotype and tagline by BNBranding

Print advertising for Desert Orthopedics by BNBranding

client list of BNBranding

advertising and content marketing for Azure Standard

BNBranding client list

Advertising for Bend Cable - now BendBroadband

Broken Top brand identity by BNBranding

Advertising for COPA in Bend, Oregon

trade advertising for Clif Bar

golf industry branding by BNBranding