Branding Project Table of Contents
- Project Overview: Build an online directory and lead-generation platform for contractors to connect directly with homeowners & managers who are looking for property service providers near them.
- User Experience (UX) & Research: UX audits, user personas, information architecture, usability testing, wireframing, prototyping.
- Brand & Visual Strategy: Brand positioning, identity design, messaging frameworks, UI design.
- Technology & Implementation: WordPress development, plugin customization, form-building automation, analytics integration.
- Marketing Campaigns: SEO, lead generation, community-building, content strategy, competitor research.
Project Overview
Roof Roof & Construction LLC was founded in April 2023 after its founders identified widespread issues of homeowner and labor exploitation within the industry. Based in the Virginia Beach area, the company started as a traditional blue-collar family business but with a forward-thinking vision: to integrate technology to streamline and automate the user experience, positioning itself as a modern, innovative brand.
However, the journey hasn’t been without challenges. Early on, a key founding member departed, prompting a significant shift in the business model. Initially conceived as a home services company, the business pivoted to become a home services marketing firm (similar to Angi.com) and eventually evolved into a business directory. Its core mission now is to generate fresh, high-quality leads for general contractors in the home services industry.
This venture is deeply personal to me because, as one of the original co-founders, I’ve invested too much time, effort, and passion into this project to let it fade away unnoticed. I’m committed to seeing it succeed.
Also, one of the co-founders LOVES dogs. We thought it’d be hilarious if we could get people to bark our name.
UX & Research
When building RoofRoof, the goal was to create a seamless experience for two core user groups: contractors (service providers) and homeowners/property managers (lead generators). This required extensive UX research to ensure the platform’s usability, information architecture, and overall user satisfaction. The research phase included:
- Market Overview: Evaluating competitors to find opportunity.
- User Personas: Understanding the pain points and behaviors of our primary users.
- Information Architecture: Structuring content for intuitive navigation.
- Usability Testing: Using tools like Hotjar to analyze real-world user behavior.
- Wireframing & Prototyping: Designing and iterating on the user interface.
Primary: Homeowners
- Pain Points: Difficulty finding reputable contractors, unclear pricing, fear of being overcharged.
- Needs: Easy-to-use search, verified contractor listings, transparent communication.
- Motivations: Find high-quality service providers quickly, get competitive quotes, and ensure reliability.
Secondary: Contractors
- Pain Points: Struggles with online visibility, lead quality concerns, difficulty managing customer relationships.
- Needs: Easy-to-claim business listings, affordable marketing solutions, high-quality leads.
- Motivations: Grow business, increase brand presence, reduce reliance on paid ads.
Tertiary: Property Managers
- Pain Points: Managing multiple contractors, ensuring quality control, avoiding delays.
- Needs: Bulk contractor management, streamlined scheduling, reliable lead sources.
- Motivations: Maintain a network of vetted contractors for recurring projects.
Brand & Visual Strategy
While many people recognize that a logo isn’t the same as a brand, they often don’t realize when they’re experiencing a brand touchpoint. A brand encompasses a logo, but it’s much more than that.
The original name, *Patrón* (Spanish for “boss”), was inspired by a beloved family pet who had recently passed away. The client wanted to honor their memory by incorporating it into the business, as they strongly believed dogs embody noble traits that align with good business values. At the same time, they aimed to maintain a lighthearted, bright, and friendly tone.
By repeating the word “roof” twice, the company not only makes it clear what services they offer but also incorporates a playful “bark” into the name. This subtle bark became part of their brand voice, which we tested with a small target audience and received positive feedback.
In with the New
With the shift in the nature of the business, the tone of the brand also needed to evolve. We wanted to retain the noble qualities of the original husky-inspired direction but adapt it to reflect a more lighthearted and approachable identity.
We kept the *RoofRoof* element but transformed it into a more playful and modern visual mark, moving away from the harder, blue-collar labor aesthetic of the past. This new direction better aligns with the company’s updated mission and tone.
Brand Colors
Non-flashy, muted tones is the energy I want to bring to an often loud color palette for platforms that have to cater to all sorts of audience types. I wanted to let more organic colors communicate not just authority in the form of expertise but to have a sort of handmade feel to it. Something that doesn’t feel sterile and vacant.
And I was not about to use Blue for a software platform’s visual identity. Boring!
#1A0B05
#D62B2D
#faf9f9
Brand Typography
Filson Pro. This sans serif family is an excellent workhorse typeface because it has such a healthy weight of fonts with delicate weights to look elevated and elegant, balanced by the heavy black sets that would be crisp on print. Huzzah!
Technology & Implementation
A key priority for the brand experience was to avoid the typical visual clichés of men working on rooftops commonly seen in the roofing industry. Instead, we focused on highlighting the benefits of partnering with a reliable brand that delivers on its promises without unwelcome surprises.
The website’s primary goals are to:
- Quickly communicate their credibility as a provider of quality residential roofing services and a trusted financing partner.
- Offer site visitors multiple ways to get in touch, including a calendar feature that aligns with their availability to reduce friction in converting warm leads.
- Provide a strong inbound lead magnet in the form of an easy-to-use roof cost calculator, giving visitors a ballpark estimate and pre-qualifying them as leads for the sales team to follow up with.
This new direction positions RoofRoof as a helpful, customer-centric platform. At its core, RoofRoof is a growing directory designed to empower homeowners and property managers by offering side-by-side comparisons of top home services companies, making it easier to decide who to hire.
Even for companies that don’t directly do business with RoofRoof, the platform provides value by linking to their websites and social media channels, helping them expand their market reach.
For businesses seeking additional features, such as capturing and prioritizing client leads, we developed smart logic forms.
These forms can perform various calculations, such as estimating a roof’s dimensions, to provide site visitors with an initial cost estimate across different price tiers. This functionality enhances the user experience while generating qualified leads for contractors.
Marketing
We were fortunate to secure highly relevant domains and social media handles, ensuring a strong and cohesive online presence. To further solidify the brand’s visibility and credibility, we added thoughtful details to create a seamless experience for users searching for the brand online.
For example:
- roofroofandconstruction.com
- roofroofconstruction.com
Both of these domain names redirect to the primary domain, roofroof.construction, which not only adds a unique and memorable touch but also helps with Google categorization. The “.construction” extension reinforces the brand name and industry focus, reducing the risk of unfamiliar users perceiving the URL as suspicious.
Additionally, we secured consistent social media handles across platforms:
facebook.com/roofroofconstruction
instagram.com/roofroofconstruction
threads.com/roofroofconstruction
This unified approach strengthens brand recognition and ensures a cohesive identity across all digital touchpoints.
