Over the past four decades, ES Windows grew from a regional window manufacturer into a global provider of high-performance architectural systems. As the company expanded its offerings and international reach, it became clear the “Windows” in its name no longer reflected the scale, ambition, or innovation behind the brand.

My Role

Project lead across naming, brand strategy, and rollout

• Guided strategic transition from “ES Windows” to simply “ES,” aligning the brand with its global aspirations

• Helped shape the brand narrative, positioning ES as a forward-looking leader in integrated architectural solutions

• Managed the development of a new logo and comprehensive brand guidelines, ensuring clarity and cohesion across all touchpoints

• Supported rollout materials including ad campaigns, brochures, and a corporate video that introduced the new brand story

Impact

• Elevated brand perception, helping ES reach broader markets and signal the company’s evolution beyond windows

• Strengthened the connection to parent company Tecnoglass, a category leader in glass and aluminum systems

• Supported strong market momentum, including Tecnoglass’ 36% increase in quarterly dividends