SMG Rebrands an Industry Icon
Stoltz Marketing Group
Thursday, August 20, 2009
With some help from SMG, the former commercial division of Trus Joist is now Redbuilt Engineered Wood Products. A former Fortune 500 Boise company, Trus Joist pioneered the engineered wood category and was purchased in 2000 by Weyerhaeuser.
On August 17th, a group of former Trus Joist managers and Atlas Holdings, a private equity firm, bought the division back from Weyerhaeuser. But the deal did not include use of the highly valuable Trus Joist brand.
With little time to spare, the new company engaged SMG to help in the rebranding. Our work, which had to be completed in one week, included the new name (inspired by TJ co-founder Harold “Red” Thomas), corporate identity, graphic standards, web site and interim collateral. In addition, we completed a nationwide PR roll-out for local and national media, and trade press, including a press conference that attracted Rep. Walt Minnick, Gov. Otter and Mayor Beiter. Click here to see the press conference.