For PowerWool, I act as an ongoing creative and marketing partner, helping translate a highly technical insulation product line into a clear, compelling brand story across digital and print touchpoints. My work spans messaging, visual direction, website UX, social media, and sales enablement, ensuring every asset feels cohesive while speaking directly to architects, contractors, and specifiers.
I led a complete redesign and rebuild of the PowerWool website, restructuring the user experience around how specifiers, installers, and distributors actually search for information. This involved clarifying product families, simplifying technical data presentation, improving navigation to key documents, and implementing a modern, responsive design that better reflects the brand’s technical expertise.
I designed print materials and sales enablement tools that make it easier for the PowerWool sales team to communicate product advantages in meetings, at job sites, and at events. This includes product sheets, technical one-pagers, and leave-behinds that distill complex specs, testing standards, and installation benefits into concise, visually structured formats that support confident decision-making
I lead social media and content creation for PowerWool, turning complex product data into accessible, educational content tailored to their professional audience. This includes developing content pillars, writing posts, creating visuals, and planning campaigns that highlight certifications, performance benefits, and real-world applications while building brand credibility and awareness.
