Summary
YOUR PROJECT DOESN’T HAE TO PUT YOU IN A BOX
Roofing and reconstruction companies in Florida have taken a hit due to the ill-intentioned contractors that sold roofs without licenses, experience, or care. Inspired by modern and bold design, the goal of this brand design was to exemplify trust, experience, and multi-discipline.
Challenge
With the malpractice that follows the roofing and construction industry due to the ease of entry, especially after every hurricane that sweeps Florida, Sheegog Contracting wanted their brand to portray trust and years of experience from the moment homeowners met their brand. The company wanted to exemplify: trust, experience, multi-discipline. They wanted to unite all of their skill sets, as well as create a strong and trustful brand that reflected on their own leadership and company culture.
Brand Ideation
Exploration
Balancing the agency's client (Sheegog) and their ultimate end-user (homeowners) was kept in mind when exploring the various design paths. Bringing this exploration to life required defining the problem: not only did we have to empathize with the client, but also their clients. This 3-dimensional point of view led to a series of brand ideations that highlighted their strengths and a complete dichotomy of their competitors' identity.
Pattern & Construction
When constructing the identity, a key point is to think holistically into their overall brand. How can the brands peculiarities be applied to their marketing collateral, sales material, and website experience? This holistic approach is peripheral but no less important when exploring the brand. For Sheegog Congracting, the addition of patterns in constructing their brand was a key differentiator.
Typography & Colors
Final Design
Portraying multi-skills was the main creative platform for expression. This came to life by looking at what Sheegog’s services were and incorporating the strength and security through the typeface that would be chosen.
Symbolism
The main protagonist of the icon being the 45 degree roof inclines create the initial point of identity, solid walls, a horizontal foundation, and the symbolization of wind and sun rays above the roof. It also included progressive elements such as monospace typography, using bold and tall styles, as well as curvature/radius on almost all of the corners as a balance of strength and care.
Brand Reception
The feedback for the brand identity was a cycle between agency and the client-company, Sheegog. While this feedback loop did not incorporate the end-user's opinion, it did bring together the goal of the client: trust, experience, multi-discipline. When incorporating the various aspects of the brand onto mockups, it was a good representation of the client. Seeing the identity living on various objects was one of the few tests, within reach, that united the visuals, patters, typography, and symbolism into one.
Packaging
The final part of this project was implementing the brand identity into a memorable package that would go along with the creative messaging: "Thirsty to learn more?" Once opened, potential homeowners needing a new roof, would receive a metal water bottle.
