Trex

Role: Creative Director

I oversaw a team of junior copywriters, production designers and art directors to help start the first round of the rebrand process for the popular, B2B decking brand. For a product that inherently requires hyper-customization, an involved decision-making process for homeowners and a lot of planning around installation, there were a lot of nitty gritty messaging pieces to wrangle. The rebrand had to be pitched and executed methodically and with a clear sense of prioritization. We presented multiple options and the thinking/reasoning behind each one. I oversaw and managed the Senior Art Director and Senior Production Manager through multiple creative iterations and partnered closely with the Account Managers to plan out the approval process timeline on the client side.

Deliverables

• Typography refresh (first round)

• Iconography refresh (first round)

• Instagram Highlight Icons refresh

• Pitch Deck - brand story + elevated language for premium product collection launch