Brand Refresh and Social Media Strategy for Tri-Art Mfg.
Project Story:
As part of a two-person creative team, I led the visual and strategic overhaul of Tri‑Art’s social media presence. We archived all previous content and rebranded the feed from scratch; introducing a clean, contemporary aesthetic designed to compete with industry leaders like Golden and Liquitex. Our goal was to position Tri‑Art - Canada’s largest paint manufacturer - as a trustworthy, professional, and artist-centric brand in a global market, especially within the U.S. audience base where most of our customers were located.
To build that trust, I conducted market research on top-tier art supply brands, developed a new marketing protocol, and implemented a brand system tailored for digital platforms. This included standardized video formatting, a cohesive tone of voice, and a fresh visual identity across social channels. We focused on short-form Instagram Reels as the primary engagement tool and designed content specifically to resonate with a younger, creative audience.
As part of this strategy, I introduced artist spotlights and influencer partnerships that showcased professionals and emerging voices - across diverse mediums, ages, and backgrounds. These stories helped position Tri‑Art not just as a manufacturer, but as a brand deeply embedded in the creative community.
Design & Production Perspective:
I co-directed, filmed, and edited the series independently and with my partner using DaVinci Resolve, ensuring a high-production feel while staying agile and authentic. Content was intentionally crisp and minimal, with an emphasis on material texture, motion, and light to elevate the product visuals. Strategic use of colour grading, framing, and pacing helped maximize retention and align with the expectations of art-focused digital consumers. Each video was crafted to perform well with or without audio and designed to increase accessibility and blend into the new brand system we built.
Performance Metrics & Impact:
Prior to the rebrand, Reels averaged 100–500 views. After launch, they consistently reached 3K+ views, with top content peaking at 10.8K.
Engagement rates dramatically increased, including shares, saves, comments, and profile visits.
Several Reels led to noticeable spikes in product interest, direct inquiries, and follower growth - validating the new brand approach.
Tri‑Art began gaining traction among younger creators and emerging artists - the audience we set out to reach.