04Co-led partnership
Built for where you’re going.
Positioning, brand direction, and field content for an INEOS Grenadier outfitter.
- Client
- Off Road Gear Guys
- Role
- Creative strategy + brand direction, with Chris Merbler
- Year
- 2026
- Scope
- Positioning, Voice, Visual direction, Content system, Field production
The situation
Off Road Gear Guys already had the products, the technical knowledge, and the access.
It needed a brand as distinctive as its expertise, built for INEOS Grenadier owners.
The idea
The Grenadier specialists who build for the mission, not the catalog.
Curated systems and proven gear, instead of “one-stop shop.”
My role
Who made what.
Made with Chris Merbler
- Creative strategy and positioning
- Brand direction: voice, visual direction, content system, and growth roadmap
- Field production, photography, and video in Moab and at Overland Expo West
Field content
Strategy built in the field.
We shot in Moab and at Overland Expo West to show the gear where it’s actually used.
Social
Made for the feed, edited for the owner.
Short-form Instagram video: the build in use, explained by people who know it.
One idea, every touchpoint
- 01Be specific.Lead with the real problem, the real build, and the knowledge behind the recommendation.
- 02Show the proof.Products on trails, at events, and inside complete vehicle systems, not against empty studio backdrops.
- 03Build community.Treat owners, installers, and partners as the media network around the brand.
- 04Make it useful.Every post is a reason to trust the team before a customer ever calls.
The community was the media.
The best content showed the people and knowledge around the build, not just the truck.
Credits
- Strategy, brand direction + field content
- Theodora Trandafir + Chris Merbler
- Photography + video
- Theodora Trandafir + Chris Merbler (@Merbz22)
Next project
Passages
