The Challenge
How does a company stand out in an industry with a reputation for sly salesmen, shoddy work, and a knack for disappearing after they’ve taken your hard-earned money? Working with a creative partner who knows your integrity and your work ethic and that is proactive, accessible, and approachable. As community members, High Tower Roofing sought to dismantle the public’s preconceived notions about the roofing industry. But talk is cheap. So we showed them.
Brand Identity
It started with all new branding that offered a minimalist aesthetic that would trickle down into their voice and messaging and overall presence. A sophisticated yet eye-catching color scheme, coupled with the tagline “Trusted Local Roofers” elevated the brand and helped it stand out against the competition of storm chasing companies looking to make a quick buck. This polished appearance of subdued blues and grays complemented with a bold orange established brand recognition through their service areas. High Tower’s branding balanced its message of offering high-quality design with integrity to its target audience. But we didn’t stop there.
Web Design & Development
The website was an extension of their clean aesthetic and authentic voice in pursuit to stand apart from their competitors. Visuals of their products on real homes added a refining and personal touch while communicating the trust between High Tower and the client. Users feel welcomed with soft touches such as the script font, clearly defined sections, and plenty of white space so as to not feel overwhelmed. Clear directive allowed for easy navigation while not feeling forceful.
Photography
Lifestyle photography makes High Tower approachable. By touting real employees doing real work, it gives potential clients insight into the High Tower experience and builds on their mission of being about community and not just roofs. Aerial footage to showcase the finished product offers transparency and helps clients visualize their next roof.
Search
Adapting through a complete rebrand is an intimidating and oftentimes necessary experience- High Tower Roofing overcame this to become more than just a roofing company. They rebounded after launching a new site by getting to the right people at the right time through custom landing pages for every service. Offering tailored products and services to target markets and taking away generalities really hit on the precise needs of the client. Site traffic is back to industry standard but garnering more warm leads than before.
Environmental
With sharp new branding, organically bringing it to the community through billboards, truck wraps, yard signs, and clothing was an initial step in achieving brand awareness.
Video
High Tower sought to stand out in the industry. To build brand awareness, we facilitated and created a commercial to be broadcast throughout Central Florida while also running it as a social media campaign, reaching tens of thousands of consumers.
Summer 2022 Commercial
Advertising
High Tower Roofing made it its mission to restore not just roofs but the lives of the families living under them. We wanted to get their story out there, and there was no better way than Lakeland’s most popular magazine- The Lakelander.
The Result
Transforming a company to be viewed as a one that goes above and beyond industry standard takes patience, creativity, and a partner who shares your values. By working together to build a brand that is trustworthy and ethical, the public perception of High Tower Roofing now exceeds industry expectations. As they venture into other business pursuits, High Tower chooses to work with a partner that is committed and engaged in helping them build a brand they can be proud of.
Social
Social media presence was a must to get High Tower’s face out to the community. We took a completely organic approach by focusing on real people, real roofs, and real happenings to show the customer wasn’t just buying a roof but an experience. This proved their authenticity of wanting to interact with their community and show the genuine care they have for their employees and clients.
Social ads focused on High Tower’s benefits of storm repair, financing, and personable customer engagement while showing their resolve to be community driven by serving their customer’s needs, not just slapping on a roof to turn a quick profit. Post boosting included their best performing posts to foster brand awareness and make a real world connection when they saw High Tower truck wraps, signage, and billboards.