ActiveYards is a lifestyle brand of pro grade vinyl and aluminum fence and rail products that are only offered through authorized dealers. In exchange for brand loyalty, the dealers are given exclusive territories and marketing support.
My role was to help grow the brand into a national name and further develop the co-op program.
The master brochure was designed as a flip book that features all vinyl fence products on one side and aluminum fence products on the other.
Since the products they sold are basic commodities, I was tasked with creating a sub brand story behind each style to differentiate them in the marketplace. I used architectural and interior design influence to define each style to appeal to aesthetic needs.
I also art directed a photo shoot for all the railing products which are featured behind all the fence styles.
Dealer showrooms varied by each location and needed brand support to tell the story of the different product grades. I designed these waterfall displays to showcase one style of product in different grades and colors. I also oversaw the production process and distribution of over 50 displays nationwide.
I was tasked with developing print and digital brand awareness campaigns specifically focused on top selling vinyl and aluminum styles to associate our sub brands with basic commodity styles. The goal was to position the company as the first major brand name in white vinyl privacy and black aluminum fence.
For the first phase of this project, the team wanted to focus on generic messaging so I came up with five advertising claims and developed Facebook, video, and print ads off those concepts.
This series of videos was developed to create more content for our marketing co-op program and to provide additional support to theOver the course of one week, we shot 21 videos that covered all facets of project support from creating a plan to installation and long-term maintenance.
