Hoff Decking Solutions: Branding Built to Last
When Hoff Decking Solutions (HDS) approached me, they had a name and a vision—but needed a brand that could grow with them. What started as a small residential decking company rooted in grit and craftsmanship needed to be positioned for bigger opportunities. From brand identity to business strategy, I helped HDS craft a foundation that felt honest, elevated, and ready to scale.
Brand Identity System: Logo, Typography, Color Palette, and Voice
The goal was to build a visual identity that felt hand-built yet polished—reflecting the integrity of HDS’s work while giving them a brand that could grow into new markets. The logo and wordmark are clean and confident, designed to look just as at home on a work trailer as they do in an investor deck.
The color palette draws from natural materials—wood tones, steel grays, and sun-washed neutrals—while custom typography adds strength and a sense of pride. Voice and messaging leaned into real-world simplicity with taglines like:
Built Like Family. Built to Last.
Rooted in Craft. Raised on Trust.
Decks Done Right. From the First Nail.
The result: a brand that doesn’t just sell decks—it sells trust, tradition, and something worth remembering.
Business & Brand Strategy Deck: A Visual Sales Tool Designed to Grow With the Business
Beyond the identity, I developed a full brand and business deck designed to help HDS land new clients and partners. The document served a dual purpose: a strategic roadmap for internal growth and an outward-facing tool for winning bids and building trust.
To save time and reduce costs, I utilized AI-generated imagery to visualize real-world applications—keeping the tone rooted in everyday work, real tools, and honest materials. The document introduced brand pillars, mission, long-term goals, and a scalable vision—from backyard builds to national rollouts.
Key themes from the strategy deck include:
Crafted From the Ground Up: A story-first approach to building brand trust.
From Sawdust to Storytelling: Honest visual language through light, wood, and motion.
Integrity as a Blueprint: A roadmap for growing without losing what makes HDS feel personal.
