Pivot Performance Turf
TenCate changed the game with a whole new approach to turf: athlete-first design.
Pivot Performance Turf
Product Launch
TenCate changed the game with a whole new approach to turf: athlete-first design, no added PFAS, and unmatched durability. An industry shift like this needed a whole new way to tell the story.
- My role
- Creative director: naming, brand platform, messaging, and all copy
- Team
- 1 design lead, 2 designers, 2 writers, 1 video editor
- Channels
- Naming · identity · web · video · influencers · events · sales materials
Creative Content
The name: simple, ownable, and performance-forward.
The look: athlete-first, player-surface interactions.
The story: peak performance backed by genuine product innovation.
The momentum: video, influencers, events, and rapid-response content tied to industry news.
Results
A brand TenCate can run with on its own.
Pivot launched with a full sales pipeline behind it and a brand platform TenCate's team now uses to build its own event and marketing assets. By letting B2B buyers feel the surface before explaining it, the story cast them as the athletes, and they wanted to play.