Robinson Roof
Solutions
Brand
Introduction
Founded in 2015, Robinson Roofing & Sheet Metal (rebranded to Robinson Roof Solutions) has consistently set industry standards in craftsmanship, customer care, and employment practices.
Recognizing a strategic opportunity in 2022 to cater specifically to commercial clients, the company’s pivot necessitated not only a rebrand but also a foundational marketing strategy.
This comprehensive approach involved thorough market analysis, competitive landscaping, and detailed profiling of the target audience, resulting in a concise brand and marketing strategy that forms the bedrock of this rebrand and all future marketing initiatives. This case study details the transformative journey of Robinson Roof Solutions, showcasing the creation of a brand that captures the company’s vision and culture to ignite employee pride, elevate the company’s presence, and strategically position the company for growth in a refined market.
Project Scope
Overview
Strategy
Discovery Process
Business strategy, service deep dive, culture, audiences, providing a foundation for all strategic developments.
Research Insights
In-depth analysis of competitors and market trends to refine our strategic approach.
Brand Strategy & Positioning
We developed a brand personality and voice that not only differentiates Robinson Roof Solutions in the market but also builds alignment, loyalty and trust among employees and customers.
Marketing Strategy
Redefined to craft compelling marketing messaging aligned with the business goals that resonate deeply with our target audience and communicate unique value.
Foundation
VISUAL IDENTITY
Creation of a cohesive visual identity (logo, color scheme, typography, photography, etc.) that aligns with strategic positioning.
WEBSITE
Overhauled, redesigned, and rewritten to educate and align with the company’s business development process, marketing strategy, and customer journey.
BRAND ASSETS
Comprehensive design of branded assets like marketing materials, communications, uniforms, vehicle branding, event displays, and sales tools, ensuring consistency across all platforms.
Activation
BRAND LAUNCH ANNOUNCEMENT
Coordinated soft launch of the website with key business dates, followed by a targeted social and email campaign to introduce the rebrand.
Goals &
Objectives
Develop a new brand identity that reflects Robinson Roof Solutions’ refined business strategy and target audience.
Tailor the rebrand to resonate specifically with property management firms and strata companies.
Build and enhance brand equity through strategic marketing and clear positioning.
Elevate the company’s image to a leading player in the industry.
Transition from no strategic messaging to a robust, strategic marketing framework.
SUPPORT SALES GROWTH
Remerchandise services and capabilities to promote the company’s value as a strategic partner rather than just a service provider.
Approach &
Methodologies
Our approach combined discovery sessions, stakeholder interviews, and industry-specific audits to cultivate strategic insights. These insights allowed us to align the rebrand with Robinson Roof Solutions’ strategic goals and the target audiences they aim to attract.
Additionally, we tailored our project management to the client’s needs, customizing communication methods and integrating real-time feedback to enhance stakeholder engagement and manage the client’s valuable time as efficiently as possible through the development of the brand.
BRAND COMPASS DEVELOPMENT
CREATIVE TERRITORIES EXERCISE
ORIGINAL LOGO
NEW LOGO
BRANDED STYLESCAPE
The
Results
LAUNCHED AHEAD OF SCHEDULE
In response to an unexpected opportunity, we expedited the launch of the company website and branded signage to align with a sales and marketing event. This adjustment enabled the company to position their new brand in front of a captive audience and make a powerful impression on key audiences.
Robinson Roof Solutions’ rebrand has significantly elevated its market presence and professional image, which is recognized by industry peers, partners, clients, and new prospects in the first few weeks after launch.
FOUNDATIONAL MARKETING STRATEGY REALIZED
The strategic marketing framework we established (company and services positioning, messaging, value proposition) has transformed the company’s approach from ad-hoc messaging to powerful, targeted, strategic communication.
WEBSITE STRATEGY AND DESIGN
BRAND GUIDE
SERVICES REMERCHANDISING
We successfully shifted the company’s service presentation from a basic list of capabilities to a compelling service offering. This remerchandising emphasizes Robinson’s value as a strategic partner to their clients.
CONSISTENCY ACROSS BRAND TOUCH-POINTS
A strategic brand has been executed across the new company website to physical assets like trucks, signage, and uniforms. Brand guidelines and assets have been provided to support ongoing execution of a cohesive identity that reflects the new brand ethos across all internal and external touchpoints.
EMPLOYEE PRIDE & EAGERNESS
The team is looking forward to representing the brand in new uniforms and trucks and is planning ongoing implementation of new branding and messaging that support company and culture goals.
STRATEGIC POSITIONING FOR GROWTH
Robinson Roof Solutions is now strategically positioned for future growth in the commercial roofing sector with a clear, consistent brand that speaks to customers and employees.
ENHANCED WEBSITE PLATFORM
The comprehensive overhaul of the Robinson Roof Solutions website has transformed it from a simple showcase of services to a compelling presentation of the company’s value as a strategic partner. During sitemap planning and UX/Ul development, we eliminated previous barriers to SEO and future online marketing. This upgrade is crucial for scalability, sustaining long-term growth, and enhancing digital engagement into the future.
FLEET DESIGN
ROLL-UP BANNER
PRINTED COMMUNICATIONS PACKAGE
REX was invaluable in helping us strategically approach both our brand and marketing."
Conclusion
Through a committed and transparent client-agency partnership, strategic foresight, creativity, and responsive project management, we met objectives – some ahead of schedule.
As Robinson Roof Solutions continues to roll out its brand throughout its internal systems and operations, they are positioned for growth and market leadership, guided by a comprehensive brand and marketing strategy. The company is now considering Activation programs that support employee alignment, customer experience, awareness, and sales.
SALES BROCHURE