Brave Little Beast
Adam Hayman (Creative Direction)
Nik Williams (Development)
Hannah Peterson (Design)
Mr. Roof
Mr. Roof is the largest residential roofing company in the United States, with a national footprint and hundreds of employees across local markets. As new leadership stepped in, the company saw an opportunity to modernize how the brand represented both its expanding services and its future growth.
The Problem
The brand was no longer aligned with the reality of the business.
The old logo centered entirely around a simple roofline, which was virtually indistinguishable from competitors and only representative of a single service. Meanwhile, the company had expanded into windows, trim, masonry, and more.
At the same time, brand consistency was breaking down. Individual markets had begun introducing their own variations, while others held onto outdated elements. What was once a unified brand had become fragmented.
The challenge wasn’t just to modernize the brand, but to create something that:
represented a broader service offering
appealed to a younger, millennial homeowner audience
and could scale consistently across multiple markets
The Solution
We evolved the core idea of the roofline into a more dimensional brand system that could represent both structure and expansion. The new identity focused on a dormer, introducing a combined roof and window form, reinforcing the company’s broader capabilities while maintaining continuity with its heritage. Alongside the mark, we rebuilt the full visual system, including color, typography, photo & illustration style, and sales materials. The goal was to create something that felt more modern, confident, and accessible to a new generation of homeowners.
Scalability was a key focus throughout the project.
We also redesigned Mr. Roof’s website as a system rather than a simple collection of pages. The platform supports both core service pages and location-specific microsites within a single structure. This allows the company to expand into new markets while maintaining consistency and strengthening local SEO performance.
Internally, adoption was just as important as execution.
To ensure the new brand would be implemented consistently across all markets, we developed a “roadshow” rollout strategy. The CMO traveled to each location and presented the new brand directly to local teams, framing it as a shared step forward for the company as opposed to corporate simply dictating the changes to them.
The Impact
Three months after launch, Mr. Roof recorded the strongest quarter in company history.
According to the CMO, the performance was directly attributed to the rebrand, both in how it resonated with customers and how it aligned internal teams. The new system gave the company a brand that reflects its full range of services, a scalable framework for expansion into new markets, and a more unified presence across the nation.
