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.