Teō creative

03Creative direction

More than metal.

Turned the brand promise “Protect What Matters” into photography, print, and a content series.

Client
Road Armor
Role
Creative Director
Year
2025
Scope
Photography direction, Catalog + brochures, Event banners, Content series concept
A family and their dogs at the tailgate of a truck at Oak Creek Ranch

The situation

Road Armor had a strong product, an established rebrand, and a new promise: “Protect What Matters.”

Most of its imagery still showed the product on its own. The promise needed people in it.

The idea

What matters is the people, not the steel.

Put family, work, and weekends in the frame, without losing the toughness that made the brand recognizable.

My role

Who made what.

Made by me

  • The proposal for a lifestyle shoot, its brief, and the shot list
  • The Daily Weld content series concept and pitch
  • Project management with the Road Armor team

Directed by me

  • Oak Creek Ranch photography, with photographer Averie Lloyd
  • Catalog, product brochures, and pop-up banners, designed by Sarah Knowles / Remarkable Visuals, whom I sourced
  • Rollout of the existing identity across sales materials

Made by collaborators

  • Photography: Averie Lloyd
  • Design: Sarah Knowles / Remarkable Visuals
  • Brand identity and audience personas: Road Armor’s existing system

Photography direction

Real people. Real reasons to drive.

I proposed the lifestyle shoot, wrote the brief and shot list, and ran it with the photographer and the client.

Three men sitting on the back of a Jeep at Oak Creek Ranch
Oak Creek Ranch · Photography by Averie Lloyd

Brand rollout

From the brand guide to the sales floor.

I hired and directed designer Sarah Knowles to carry the identity across the catalog, brochures, and event banners.

Road Armor Evolution product brochures, folded and open
Product brochures · Design by Sarah Knowles, under my direction · AI-assisted presentation mockup
Road Armor pop-up banners and brochures at a proposed trade-show display
Banners + print in context · AI-assisted mockup, not a photograph of an event

Proposed series

The Daily Weld.

A proposed behind-the-scenes series: one process per short episode, explained by the person doing the work.

Storyboard frames: welding, a powder-coated bumper, and installation
Pitch visualization · AI-assisted storyboard, not footage from Road Armor’s factory

How it would run

  1. 01PurposeGive buyers a closer look at the craft, and owners and installers useful product knowledge.
  2. 02FormatClose-up footage paired with an explanation from the person doing the work.
  3. 03ChannelsShort edits for Reels and Shorts; fuller explainers for product pages and dealer education.

Proposed in my pitch deck. Production would need factory access and technical review by the Road Armor team.

Credits

Creative direction + project management
Theodora Trandafir
Oak Creek Ranch photography
Averie Lloyd
Catalog, brochure + banner design
Sarah Knowles / Remarkable Visuals

Built on Road Armor’s existing brand identity and audience personas.

Next project

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A convoy of INEOS Grenadiers on a rocky trail beneath red cliffs in Moab