2020

TrueWorks Roofing

Commercial & Residential Roofing · Houston

Fundraising Creative

From zero revenue to $3.1M in 18 months. Built on a brand clarity sprint before the company existed.

Joel Patzke came to Taylor before TrueWorks had a name. No revenue, no brand, no clarity on what the company would stand for. A pre-revenue clarity sprint delivered the identity system and decision-making framework Joel still uses five years later. The foundation beneath a Forbes Top 10 roofing company.

Led a pre-revenue clarity sprint to define mission, values, positioning, and brand strategy
Delivered full identity system, strategic messaging, and assets to support early market traction
Built a decision-making framework still used five years later for hiring, partnerships, and product alignment

The Brand System

Once the Clarity Sprint was complete, we iced the cake. Building the full brand system on top.

With positioning and voice already locked in the sprint, the identity work followed: logo and mark, color and type, and a decision‑making framework Joel still uses today. Designed to be lived in, not laminated.