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 repositioning Trooh as a leader in real-world Gen Z engagement, moving from traditional place-based advertising to large format digital screens, creating authentic, impactful connections with the 18-24’s in their everyday journey through the campus.
I kept the original logo to preserve the brand’s legacy while giving it a more professional edge with black as the main color. Moving away from the 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, transmitting dynamism, evolution, and freshness.
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 Brands
The Colleges
The Students
Trooh embodies the essence of the «cool teacher» persona, blending youthful energy with seasoned wisdom. Like your favorite teacher in school, Trooh displays a vibrant personality, staying updated on trends and cultural values that resonate with Gen Z.
Beneath its trendy exterior lies a wealth of experience. Trusted by all: brands, students, and colleges, Trooh serves as a mentor, guiding advertisers through the complexities of reaching and engaging with their audience.
Trooh personifies the perfect balance between youthful enthusiasm, and seasoned insight; earning the trust and respect of all who encounter it on the journey to connect with the next generation of consumers.
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 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.
As part of the rebranding, I created one-pagers showcasing key events like March Madness, strengthening the sales strategy and elevating client communication during peak engagement moments.
To reinforce the scale of our network and the impact of our large-format screens, I coordinated photo shoots across 49 states in the U.S., capturing high-traffic environments during peak times. I then created mockups from these photos, which were used as marketing materials for the sales team.
