ArtechRoof
The Challenge
ArtechRoof is a commercial roofing company that needed to establish credibility despite having fewer years in business than its competitors — a real disadvantage in an industry where longevity signals reliability.
The project’s goal was to increase brand awareness through a marketing plan tied to social channels, so prospective customers could actually find and vet the business before hiring for a commercial roofing job.
Strategic Approach
Luxury jewelry is a high-trust, high-touch purchase — people want to see the piece and talk to someone before they buy. So the design goal became “does this make someone more likely to walk through the door?” That question drove three decisions:
Competitive Analysis
Research into competitors informed how to position ArtechRoof credibly against more established players — identifying what an efficient, trust-building lead-generation site needed to include that competitors were already doing well.
User Personas & Journey Mapping
Personas and journey maps were built to understand how a commercial client actually evaluates and hires a roofing contractor, ensuring the site’s structure matched real decision-making steps rather than a generic template.
Competitive Analysis
Map Persona
Created a map persona and user journey for website flow reference.
Design Decisions
A website built to demonstrate expertise, not just list services
Detailed construction specifications were surfaced directly on the site — a deliberate choice to substitute documented technical competence for the credibility that would otherwise come from years in business.
A cross-platform presence, not a single landing page
Social media assets were designed for LinkedIn, YouTube, Google+, and Facebook, extending the brand consistently everywhere a prospective client might encounter it — critical for a newer company trying to look established.
A tri-fold brochure (interior and exterior spreads) was designed to carry the same visual identity into in-person and offline sales conversations.
Design Rationale
Every deliverable — website, social assets, print — worked toward the same goal: close the credibility gap left by ArtechRoof’s shorter track record by making the brand look and feel as established, competent, and consistent as competitors with more years behind them.
Social Media Assets
Brochure Design
