More than metal.
Bringing “Protect What Matters” into the lives behind the trucks.
Creative direction + project management
Photography direction
Catalog, brochures + pop-up banner rollout
Audience-led campaign, content + activation concepts
The product was strong.
The story needed people.
Road Armor had an established rebrand and a new promise: “Protect What Matters.” I helped carry that direction into photography and sales materials, then developed ideas for where the brand could go next.
My focus was connecting the product to real life—family, work, and weekends—without losing the toughness that made the brand recognizable.
Real people.
Real reasons to drive.
I proposed a lifestyle shoot to move beyond isolated product images, helped shape the brief and shot list, and coordinated with the photographer and Road Armor team.
The resulting imagery places the vehicles alongside the people, places, and everyday moments the brand wanted to speak to.
From the brand guide
to the sales floor.
I sourced and directed Sarah Knowles of Remarkable Visuals, managed feedback with Road Armor, and guided the existing identity across the catalog, product brochures, and pop-up banners.
The Daily Weld.
A recurring behind-the-scenes series that makes the people and process behind Road Armor visible—not just the finished truck.
The purpose
Give prospective buyers a closer look at the craft, while giving owners and installers useful product knowledge.
The format
One process or question per short episode: welding, powder coating, care, or installation. Pair close-up footage with an explanation from the person doing the work.
Where it runs
Short edits for Instagram Reels and YouTube Shorts; fuller explainers for product pages and dealer education.
Proposed series from my pitch deck. Production would require factory access and technical review by the Road Armor team.
Creative direction + project management: Theodora Trandafir
Oak Creek Ranch photography: Averie Lloyd
Catalog, brochure + banner design: Sarah Knowles / Remarkable Visuals
Built on Road Armor’s existing brand identity and audience personas.