Trooh is a media company originally focused on three core markets in the USA:
- W18+ (Women’s Salons)
- M18+ (Barbershops)
- A18-24 (Colleges and Universities)
A strategic decision was made to move away from salons and barbershops and focus on Trooh’s core strength: The Campus Media Network.
To evolve and reposition Trooh as a leader in Large Format Screens for real-world Gen Z engagement, moving beyond traditional place-based advertising to create authentic, impactful connections with the 18-24 demographic in their everyday environments.
I kept the logo to preserve the brand’s legacy while giving it a more professional edge with black as the main color. Moving away from our original palette, but allowing the brand to coexist with secondary colors symbolizing the spectrum of brands that can take over the screen. We’re not here to compete, but to be an ally,an off-screen ready to come to life with the colors of your brand.
Finally, I added a gimmick that would be part of the new era: the blinking eyes. This symbolizes that we’re not just a regular company; we are dynamic, evolving, and always engaged with the future.
With the focus now on campuses and as a B2B company, I needed to find a tone that conveyed our expertise while also speaking to our three different audiences:
The Students
To align with our refined brand persona and tone of voice, I redesigned our media kit to be more visually compelling, structured, and impactful.
Refocusing on Gen Z and adopting our new tone of voice allowed me to take bold risks on social media. With TikTok facing a ban in the U.S., it was the perfect moment to launch an aggressive yet creative campaign aimed directly at advertisers.
