Rebranding Transformation
for TNC Sài Gòn
The Brief
TNC had spent 15 years building a solid reputation in roof tile manufacturing — strong product quality, established distribution, real market presence. But their visual identity and digital presence hadn’t kept pace. In a category where buyers make decisions based on trust and aesthetics, looking outdated wasn’t just a cosmetic problem. It was a competitive disadvantage.
The brief: modernize everything — within a tightly controlled budget.
Deliverables
Brand Strategy
Website Redesign
Product & Campaign Photography
3D House Models & Color Simulator
Google Ads Management
THE APPROACH
The core creative challenge wasn’t just making things look newer. It was finding a visual language that felt contemporary and aspirational without losing the credibility that 15 years of manufacturing had built.
Roof tiles are a considered purchase — homeowners and contractors spend months researching before deciding. The website needed to do more than present products. It needed to help people imagine. That insight drove two of the most important decisions in the project: investing in proper product photography that showed tiles in real architectural contexts, and building an interactive 3D house model where visitors could test color combinations before committing.
With a constrained budget, I again took a Hands-on Leadership approach — directly involved in every stage while coordinating a lean team of specialists: photographer, content writer, web developer, video editor, and 3D artist. At each stage I provided detailed creative direction and maintained quality control, stepping in personally wherever the budget required it.
THE EXECUTION
Website Redesign
Rebuilt the website from the ground up — new architecture, new visual language, new content. Designed to serve two audiences simultaneously: homeowners researching aesthetics, and contractors evaluating product specifications.
Product & Campaign Photography
Art directed and oversaw a full commercial shoot — repositioning the product from “building material” to “design choice.” Tiles photographed in architectural contexts, styled to appeal to the aspirational end of the market.
3D House Models & Color Simulator
Commissioned and directed the development of interactive 3D house visualizations, allowing visitors to test different tile colors on realistic home models before making a purchase decision. A practical tool that directly reduces friction in the buying process.
Content & Email
Developed website copy and email communication framework aligned with the new brand voice — clear, confident, and modern without losing the technical credibility B2B buyers expect.
THE IMPACT
Within six months of launch, organic website traffic increased by over 45%. More importantly, the new digital presence opened conversations with a caliber of client — both homeowners and contractors — that the old website simply wasn’t capable of attracting.
A roof tile company doesn’t need to go viral. It needs to be the most credible option in the room when a buyer is ready to decide. That’s what the new brand system was built to do.
“Fifteen years of solid manufacturing, held back by a digital presence that hadn’t kept up. The work was straightforward: close that gap.”
I'm Dane Nguyen. I build businesses and the brands that make them matter.
With a decade in brand strategy, creative direction & entrepreneurship, I help businesses find their voice—and their bottom line.
