GAF
The Brand
GAF is North America’s largest roofing manufacturer, trusted by homeowners and contractors alike for its high-quality shingles, innovative roofing technologies, and industry-leading warranties. With a legacy built on reliability and performance, GAF continues to set the standard for roofing excellence across residential and commercial markets.
The Challenge
Because roofing is often a grudge purchase for homeowners, the challenge was to maintain GAF’s leadership position in the market by strengthening its reputation among contractors. The goal: make GAF the easiest, most rewarding brand to work with through smarter tools, streamlined marketing materials, standout aesthetics, and the most comprehensive warranties in the industry — ensuring contractors choose GAF not just for quality, but for partnership.
Brand Strategy + Copywriting →
Engineered to be first. Built to last.
Led messaging development for the campaign relaunch of GAF’s #1-selling product, Timberline HDZ Shingles, developing a nuanced verbal identity and messaging strategies targeting contractors, homeowners, and distributors.
This messaging was synthesized across touchpoints, building a brand pyramid for Timberline HDZ that spanned how the product spoke to each audience about varying technologies, warranties, and even colors.
This messaging was included in sales collateral, print materials, video scripts, and digital creative.
Bold New Color Palettes
With the relaunch came the release of five bold new color palettes. I helped coin it as Timberline HDZ’s Bold Definition collection to pair with its existing High Definition palette.
To promote the new colors, I pitched several spec activations to help boost awareness.
Campaign Manifesto
Engineered to be first and built to last, Timberline HDZ shingles instill confidence in contractors and homeowners alike, representing a legacy of relentless innovation.
Built without compromise, our #1 shingle offers industry-first technologies and powerful warranties as well as two distinct color collections, delivering unrivaled beauty that demands a second look.
With a Timberline HDZ roof, our legacy is your peace of mind.
Spec Activations
To help generate buzz around GAF’s new Timberline HDZ Bold Definition Colors, I pitched supplemental spec creative activations designed to extend awareness beyond standard product marketing. These concepts explored fresh ways to highlight the shingle line’s vibrant color profiles and enhanced curb appeal, bringing new energy and visual interest to a category often overlooked for its creative potential.
Winning concept about being GAF’s #1 shingle, leading the market in innovation and durability.
Contending Taglines
Focuses on honesty, structural integrity, and integrity of color.
Competitive statement claiming ownership with clever word play.
Hones in on brilliant colors and brilliant innovations.
Imaginary homes, reimagined
Raise awareness among homeowners by pairing bold new Timberline HDZ colors with some of pop culture’s most famous homes.
Bridging communities
Partners with local roofer to restore a portion of the 500 remaining covered bridges in the country using bold new Timberline HDZ colors.
Scriptwriting + Copywriting →
It peels. It sticks. It installs real quick.
I wrote video scripts, ads, and marketing materials introducing homeowners and contractors to the GAF LIBERTY™ SBS Self-Adhering Roofing System—a durable, easy-to-install solution designed to protect low-slope roofs on porches, garages, carports, and sheds. The creative highlighted its professional-grade performance and homeowner-friendly installation, positioning LIBERTY™ as the smart way to get long-lasting protection without the hassle of traditional roofing.
Scriptwriting + Copywriting →
Streamline the Roofline
Traditional Bath & Dryer vents are clunky and angular — typically afterthoughts when installing a roof. However, it’s these minor details that help top-tier contractors set themselves apart from the competition. For GAF’s all-new Bath & Dryer Rooftop Appliance Vent, it was important to showcase both the product’s aesthetics and it’s durability.
Easy on the eyes. Hard as nails.
For a quicker read in ads, print, emails, and headlines, I crafted ad copy that balanced form and function, showcasing a product built to perform under pressure while complementing any roofline. The messaging emphasized durability, reliability, and design while proving that even the toughest roofing components can look just as good as they perform.
Video concept + Scriptwriting →
Expect the Unexpected
For Surface Safe by FT Solutions, a sub-brand of GAF, I wrote a product video script introducing this premium surface protection solution to both homeowners and contractors.
The insight? Accidents happen, no matter the job.
The script highlighted the product’s water-resistant durability, flexible versatility, and slip-resistant technology, showing how it safeguards surfaces—and people—surfaces from the unexpected on DIY projects or large-scale renovations.