Out Roofing | A NoCo Mock Case Study
An inclusive roofing brand reimagined through a first-time owner’s lens—showcasing strategy, personas, and design solutions to build trust and community in the home services market.
My Contribution:
- Persona Development + Strategy
- AI-Assisted Workflows + Imagery
- Art Direction
- UX/UI
- Responsive Web Design
- Brand Identity
- Social Media Ad Design
Defining The Problem
Out Roofing is a fictional first-time roofing business based in Northern Colorado, created to represent the challenges many new roofing service providers face when entering a competitive market. With no established local presence, they needed a way to stand out, make a strong first impression, and build a memorable identity that would keep them top-of-mind when customers need roofing services.
Proposed Solutions
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Analyze the current market to get an understanding of where opportunities exist, in order to establish a unique selling point, as well as what kinds of solutions will be most appropriate for their audience.
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A simple Brand Identity Package.
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A combination of digital & printed touchpoints to help them begin generating quality leads.
RESEARCH + INSPIRATION
Understanding Their Audience
To ensure Out Roofing connects with the right homeowners, we begin by researching the local market—identifying common pain points, lifestyle patterns, and expectations. This helps us understand who they’re serving, what challenges those customers face, and how the brand can show up as a trusted, relatable solution.
Sarah & Maya
Snapshot:
Young Queer Couple (ages 32 & 34)
Lives In: Fort Collins, CO
Works As: Public school teacher & freelance web developer.
Extra Notes:
- Just bought a 1960s ranch-style home.- Own a dog.
Pain Points:
- Unsure if their roof needs repair or replacement.
- Overwhelmed by technical jargon and conflicting quotes.
- Nervous about non-affirming or dismissive contractors.
Needs:
- Honest, educational service with clear language.
- Visual signs of inclusivity & trust.
- Digital-first communication & flexible scheduling.
Luis
Snapshot:
Latino man, age 49
Lives In: Greeley, CO
Works As: HVAC tech
Extra Notes:
- Lives with his mother and two teens.
- Owns a two-story home with aging asphalt shingles.
Pain Points:
- Hail damage and a leaking roof after seasonal storms.
- Needs help navigating insurance and repair decisions.
- Concerned about cost and long-term durability.
Needs:
- Clear repair options with transparent pricing.
- Local team with storm repair expertise.
Judy
Snapshot:
66-year-old white woman
Lives In: Estes Park, CO
Pain Points:
- Doesn't know who to trust in rural area.
- Concerned about insulation and rising utility costs.
- Feel overwhelmed managing multiple service providers.
Works As: Retired Librarian
Extra Notes:
- Lives a lone with 2 cats.
- Owns a custom mountain home
with a mixed roof type.
Needs:
- One-stop, straightforward service with no pressure.
- Patient, respectful communication.
- A brand that feels calm, affirming, and trustworthy.
Establishing A Visual Identity
For a new business like Out Roofing, establishing a clear and approachable brand identity early on is key. A client like this would need a look and feel that’s easy to use across everything—from yard signs to social media—and helps customers immediately recognize who they are and what they stand for. By building a flexible, inclusive visual system from the start, Out Roofing is set up to grow with confidence and connect with the people who need them most.
Logo Design
Out Roofing’s logo was designed to be simple, bold, and instantly recognizable—reflecting both the nature of their roofing services and their LGBTQ+ affirming values. The goal was to create a mark that not only communicates trust and capability but also confidently positions them as a standout choice in a competitive industry.
Advertising Touchpoints
To help Out Roofing start generating leads, we created a series of strategic advertising touchpoints—both digital and physical—to build brand awareness and establish a strong presence in the local community.
Social Media
To strengthen their online presence and make a memorable first impression, a social posting campaign was developed that combines helpful insights with a touch of humor—designed to connect with their community and keep their brand top of mind.
Die Cut Stickers
As a fun, budget-friendly way to boost visibility and foster community connection, a custom die-cut sticker was designed for Out Roofing to hand out after service visits and at local events—turning everyday interactions into lasting brand impressions.
Landing Page
To build authority on a budget, a responsive landing page was designed for clarity and conversion. Integrated with a CRM to capture leads, it doubles as a digital calling card and a ready tool for future Google or Facebook ad campaigns.
A Closer Look | Mobile
The landing page was designed with the customer’s mindset in mind—recognizing roofing needs often arise in stressful, urgent moments. Research and user insights shaped the layout, content, and tone, making it easy for visitors to find answers and schedule service with
Out Roofing.
- Cool colors, to ease tension when a visitor lands on Out Roofing's landing page.
- Emphasis on mobile behaviors over desktop, since this is the device people will be interacting with the page on more often than desktop.
- Language that is calm, and affirming, to meet the audience's concern with feeling taken care of during a time of need.
- Trust badges, high on the page, that call to common concerns the target visitor may experience in order to put them at ease as early as possible.
- A sticky CTA section in mobile, that gives the visitor the ability to schedule a service or call with more questions, regardless of what area of the page they are in.
- Discount section to update with seasonal deals to services that are common during those times.
A Closer Look | Desktop
A full desktop experience was created for older users and those browsing at home or work, offering a relaxed, easy-to-navigate layout
without the fast pace of mobile.
