Tri-Lox: Strategy, Messaging, Copywriting, Naming, Research

This Brooklyn design-build studio is expanding into new markets and sought my help with a brand refresh and copy for its new site. Founded in 2009 by three designers with a passion for sustainability, Tri-Lox had grown from a custom fabrication workshop into a vertically-integrated millworks producing standardized, reclaimed wood products scaled for residential developers and retail rollout. I developed a strategy and messaging program that speaks to an intimate, materials-driven design process, while showcasing a capability for sustainable design at volume. Featured project narratives exemplify Tri-Lox's holistic approach to design. Product descriptions reveal the authentic origin stories that enrich each collection, material, and finish.

This extensive project included stakeholder interviews, a competitor audit, development of a brand strategy and brand voice guidelines, comprehensive copywriting, and product naming.