Engineered wood products manufacturer Trus Joist has a new name and a new image.

The company is now known as iLevel Trus Joist. Employees proudly wore new shirts featuring the name, while the exhibition stand also featured a racing car.

The change is part of a worldwide strategy by parent company Weyerhaeuser to become the market leader in structural solutions for residential buildings.

“This is more than a new name,” said James Sweet, the company’s director of European operations. “It is about introducing services and products which will help customers take their buildings to the next level.”

He said benefits included greater efficiencies and improved supply visibility, as well as closer links through the supply chain.

The Master Dealer network has been rebranded iLevel Service Partners in order to better promote the commercial availability of products and add more clarity to a dealer’s role and service offer.

Other new launches included a range of 220mm-deep TJI joists, offering housebuilders a direct substitute for solid sawn timber sizes.

An alliance with MiTek Industries Ltd has been formed to create the next generation of engineered wood floor design software, while Puhos Board (UK) Ltd has become sole supply partner for Trus Joist products in Great Britain.