Revolutionizing roofing industry's digital presence: Redefining reliability in Florida's roofing and reconstruction sector through bold branding, multidisciplinary expertise, and a website redesign sets new standards for trust and user experience.
Sheegog Contracting tackled the challenge of industry malpractice in Florida's construction sector by creating a brand that instantly conveys trust and experience. The project aimed to differentiate Sheegog from questionable competitors in a market with low entry barriers. The outcome was a cohesive brand presence that showcases diverse skillsets, strong leadership, and company culture. Through comprehensive research, user-centered design, and innovative interaction design, we developed a website that not only simplified the user journey but also positioned Sheegog as a thought leader. This new brand positioning established Sheegog as a recognized, reliable partner for homeowners in North and Central Florida's roofing and construction industry.
Problem
Florida's construction industry, particularly in roofing and reconstruction, faces significant challenges due to the prevalence of unlicensed and inexperienced contractors. The roofing industry, particularly in storm-prone areas like Florida, suffers from a low barrier to entry, leading to a proliferation of unreliable contractors. This environment has fostered distrust among homeowners, making it challenging for reputable companies to stand out. Most competitors' websites were found to be difficult to understand, rarely communicating trust effectively, and focused primarily on quickly obtaining user information rather than providing valuable content. This environment of distrust makes it crucial for legitimate, experienced companies to distinguish themselves clearly and effectively in the market.
Two Solutions
1. Brand Identity
The core solution developed for Sheegog Contracting was a comprehensive brand identity system designed to convey trust, experience, and multi-disciplinary expertise. This system incorporated several key features and innovations:
- Unique pattern designs were created to enhance brand recognition and set Sheegog apart from competitors
- The typography selected was strong and secure, reflecting the company's diverse capabilities
- A symbolic icon was developed, incorporating construction elements such as a 45-degree roof incline, solid walls, and representations of wind and sun
- Monospace typography design with bold, tall styles and rounded corners, striking a balance between strength and care.
- Memorable packaging featuring creative messaging. The packaging carried a strong metallic water bottle, futher solidifying Sheegog’s care and trust in all touchpoints.
2. User-Centric UI
We also developed a responsive, user-friendly website with clear navigation and engaging content. The site effectively communicates Sheegog's services, expertise, and reliability.
Key features and innovations:
- Intuitive three-pillar navigation (Roofing, Construction, Restoration)
- Trust-building elements integrated throughout the design
- Engaging micro-interactions for improved user experience
- Responsive layout adapting seamlessly across devices
- Clear and concise micro-copy focused on solutions
Design and development process highlights:
- User flow design prioritizing ease of understanding and expandability
- Low to mid-fidelity wireframes for iterative design
- Module-based design for consistency and familiarity
- Grid system for efficient, responsive design and development
User & Market Research
Our brand identity approach centered on empathizing with both Sheegog and their customers. We conducted user research into the local construction and roofing landscape and homeowner needs to validate our assumptions. User research focused on homeowners' pain points in finding trustworthy roofing services. Key insights led to a design emphasizing clear information architecture, trust-building elements, and a simplified user journey. This approach resulted in features like intuitive navigation, service-specific visual patterns, and a clear sales funnel.
Our digital transformation methodology focused on market research and competitive analysis, identifying weak points in industry practices.
- Information was difficult to understand
- Trust was rarely communicated effectively
- The over-all objective was to obtain user's information as quickly as possible
Key Insights
- The importance of visually representing Sheegog's multi-disciplinary expertise and reliability.
- Homeowners' distrust of contractors
- Legitimate companies struggling to differentiate themselves
The roofing industry's digital landscape presented a unique challenge: a trust deficit that affects both service providers and consumers. Homeowners, often overwhelmed and under stress, struggle to navigate through a sea of options to find reliable contractors. Simultaneously, reputable companies like Sheegog Contracting face difficulties in distinguishing themselves from less scrupulous competitors in the online space. This dynamic creates a market where quality of service is overshadowed by aggressive marketing tactics and information overload.
Design Process
The project faced time pressure due to the cyclical nature of the roofing industry, with demand surging after storms. The stakes were high, as the new brand and digital UI needed to effectively differentiate Sheegog in a crowded market and build trust quickly during critical decision-making periods for homeowners. Success would significantly impact Sheegog's business growth and market position.
Brand Identity
The insights drove the creation of a brand identity that conveys professionalism and reliability. Additionally, the brand incorporates a strong and distinctive attributes such as unique patterns, typography, and symbolism. The new brand vividly showcases Sheegog's multi-disciplinary expertise, directly addressing the insights captured during the research phase.
The design process was inspired by modern, bold aesthetics and construction elements. We incorporated patterns to differentiate Sheegog from competitors, selected typography conveying strength and security, and developed symbolism representing their diverse capabilities. The 45-degree roof incline icon, solid walls, and wind/sun symbols were key elements in creating a cohesive, industry-specific visual language.
The icon's 45-degree roof incline established the core identity, featuring solid walls, a horizontal foundation, and symbols for wind and sun rays. Progressive elements included monospace typography with bold, tall styles and rounded corners, balancing strength and care.
User-Centric UI
The design was inspired by the need for clarity and trust in a stressful context. We incorporated clean, consistent visual elements and micro-interactions to create a sense of reliability and professionalism. The resulting theme balanced informative content with engaging design, using patterns and icons to create familiarity across different services. This user-driven aesthetic aimed to resonate with homeowners' need for clarity and assurance in their roofing decisions.
Recognizing this, we shaped our solution to address both sides of the equation. For homeowners, we focused on creating a digital experience that prioritizes clarity, education, and ease of use. This approach aimed to alleviate the stress and confusion typically associated with seeking roofing services. For the client, we developed a platform that effectively showcased their expertise, reliability, and commitment to quality. By integrating trust-building elements throughout the design and emphasizing clear, solution-focused communication, we created a website that serves as both an informational resource for homeowners and a powerful differentiator for Sheegog in a crowded market.
The toggle section below goes into the nitty details. If you’re low on time, feel free to skip it!
Design Components & Their Value
Final Design
The core solution developed for Sheegog Contracting was a comprehensive brand identity system designed to convey trust, experience, and multi-disciplinary expertise. The design process was characterized by a holistic approach, considering how the brand would be applied across various materials from marketing collateral to the website. Rapid prototyping techniques were employed to ensure efficient development and refinement of the brand elements. This comprehensive approach resulted in a cohesive and distinctive brand identity that effectively communicates Sheegog's unique position in the market.
The Sheegog Contracting website redesign improved the company's digital presence, setting a new local standard. The new site successfully addressed the challenges of building trust and communicating expertise in the skepticism-prone roofing sector. Its intuitive design, clear information architecture, and engaging interface significantly enhanced Sheegog's ability to connect with potential clients and showcase their services.
User engagement improved with the clear three-pillar navigation system guiding visitors effortlessly through Sheegog's offerings. Trust-building elements integrated throughout the design helped alleviate common concerns about hiring roofing contractors. The responsive layout ensured a seamless experience across all devices, while educational content positioned Sheegog as an industry thought leader.
This digital transformation represented a shift in Sheegog's approach to client relationships, emphasizing transparency and reliability from the first interaction. By aligning digital strategy with core company values, the project strengthened Sheegog's brand identity and reinforced their position as a trusted industry leader. The new website not only improved lead generation but also provided a blueprint for how companies in traditional industries can leverage user-centric design to create meaningful connections with their audience.
Takeaways
- Balancing client needs with end-user perceptions in brand development
- The importance of trust-building elements in industries with low consumer confidence
- The value of clear, structured information in simplifying complex services
- User-centered design in high-stress decision-making contexts
- Effective communication of technical services through digital mediums
- Rapid prototyping techniques and packaging dieline iteration
- Opportunity to gather and incorporate end-user feedback for further refinement
- Expansion of educational content to further establish thought leadership (not covered in this page)
- Implementation of AI-driven chatbots for immediate customer assistance