Embedded Contractor • Geotechnical / Manufacturing
A brand system for a product that lives underground
Tensar makes geogrid structural reinforcement that gets buried under roads and never seen again. My job across two years was to make that invisible product legible and consistent everywhere it appears: digital ads, distributor banners, 3D models, information design, event signage, and motion, all held to one brand system.
Selling the unseen
Working within brand guidelines, I concepted Google, Facebook, and LinkedIn ad campaigns. To lean into the changing seasons, I built a concept around a hard hat in snow and rain over a geogrid, then animated falling rain and snow in After Effects to produce eye-catching GIFs that ran as display ads.
One system, many partners
Banner design for the physical distributors of Tensar geogrid products. The same brand language applied across a range of partner placements so every distributor reads as Tensar.
Modeling the product that disappears
Showing a physical product in a graphic means understanding its true 3D nature in space. In Blender I modeled the key geogrids Tensar sells, building a technical illustration view of the products. Expanding on the brand vocabulary, I have since reused these models across other projects.A render library owned outright, with no reshoot the next time an application comes up.
This is the part that matters most: the models weren't a one-off. They became a reusable asset the whole team draws from, which is the same instinct behind every system I build, solve it once, structure it so it carries forward.
Making the technical readable
Client- and customer-facing informational flyers where I designed both the 2D layout and the 3D elements, translating soil-stabilisation engineering into something a non-engineer can follow.
The brand in physical space
Trade shows and in-person marketing are central for Tensar, which means physical banners. These extend the same style and system into large-format environmental graphics.
A second campaign, start to finish
A later marketing campaign. Still graphics and animated GIFs, plus explanatory video, and a pictogram system.
A vocabulary, not a set of files
Across two years the Tensar work became a shared visual language: a render library, a pictogram system, and campaign templates the marketing team keeps drawing from. For a product that vanishes on installation, a render isn't a substitute for a photograph.
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