Brand and Creative Direction | Full UI Design | Digital Transformation | Integrated Marketing | Cross-Functional Leadership

HTAEW is a long-standing heavy-truck industry marketplace with a collective membership of over 2,700 and more than $189 MILLION in documented sales. I led a comprehensive creative and digital evolution designed to modernize the brand without losing the trust and utility that made it valuable to it’s established audience.

What I led:

• Full user-interface design and website strategy

• Streamline individual retail and wholesale platforms into one multi-functional space elevating both objectives.

• Brand refresh and relaunch strategy

• Email marketing and member communication

• Video and content production

• Trade-show booth and experiential design

• Development direction and cross-functional coordination

• Brand messaging, web copy, email copy, campaign headlines, and sales communications

CUSTOMER COMMUNICATION IN MOTION

From This…

Results:

$189M+ DOCUMENTED SALES
30% DEVELOPMENT COST SAVINGS
20+ YEARS IN MARKET
FULL UI DESIGNED + DIRECTED

The booth was only one piece of the experience. To launch HTAEW’s new digital platform, I created a convention-wide scavenger hunt that moved attendees through the event, into our new website and through the company’s history before bringing them back to the booth to enter.

The activation turned a website launch into something attendees could actively discover rather than passively receive.

Beyond the Booth

TRANSFORMING A LEGACY INDUSTRY BRAND FOR A DIGITAL AUDIENCE

HTAEW demonstrates my ability to step into an established business, understand what made it valuable, and transform how that value was communicated and experienced—without losing the equity built over decades.

Brand + Creative Direction | Full UI Design | Digital Transformation | Integrated Marketing | Cross-Functional Leadership