GAF
Engineered to be first. Built to last.
Timberline HDZ shingles instill confidence in contractors and homeowners alike through a legacy of relentless innovation.
Built without compromise, GAF’s #1 shingle is backed by industry-leading technologies and warranties with two distinct color collections that demand of a second look.
Complete peace of mind starts with Timeberline HDZ.
Role and Results
Led the campaign relaunch for GAF’s #1-selling product, Timberline HDZ, developing 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.
Winning concept focusing on bing GAF’s #1 shingle, leading the market in innovation and durability.
Secondary concept focused on honesty, structural integrity, and integrity of color.
Bold, competitive statement claiming ownership in the space with clever word play.
Succinctly hones in on brilliance of color along with brilliance of innovation.
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.
Spec Activation: Statement Pieces
What if we used AI to cover the country’s most notorious homes in bold, new Timberline HDZ shingle colors to be used in social ads, print ads, or the company’s Virtual Home Remodeler, allowing people to see each of the shingles on these incredible homes.
Spec Activation: Imaginary Homes, Reimagined
What would the most famous fictional homes look like with bold, new Timberline HDZ shingles, tapping into pop culture to promote this new offering in social ads, print ads, or the company’s Virtual Home Remodeler. Other homes to consider include the Victorial mansion from The Addam’s Family, Wayne Manor from Batman, Kevin McCallister’s home from Home Alone, or even the home from the The Simpson’s.
Spec Activation: Bridging Communities
Today, there are only 500–600 covered bridges remaining in the country, down from 14,000. What if we turned covered bridges into HDZ billboards, partnering with local roofers to restore select bridges using these bold, new colors. This would create positive press for GAF and its roofers and could even contain a content capture element complete with interviews, timelapses, and before and after shots for educational video campaigns.
