Selected work

RIG Roofing

Disciplines
WEBSITE | BRAND SYSTEM | LOCAL SEARCH
Status
Independent concept
Accent
Brand green#007A25
RIG Roofing homepage hero, a Central Florida roofing contractor site in deep charcoal with brand green

The project

RIG Roofing

A self-initiated concept developed by Signal Grove to explore how a modern roofing brand could handle trust, mobile conversion and multi-market search architecture. It was not commissioned.

RIG Roofing serves Central Florida, which means the business runs on storm season. A homeowner with water coming through a ceiling is not browsing. They are deciding, in a couple of minutes and usually on a phone, whether this company is real, whether it covers their county, and how fast somebody can get out there. So the concept is organized around that moment: the phone number stays in the header, services split into the things people actually search during a storm, and coverage gets a page for each county rather than one list of every place the company has ever worked.

The business case

Why the work is shaped this way.

Audience
Florida homeowners and property managers making a high-trust roofing decision, often under time pressure and usually on a phone.
Business goal
Make the route to a call, an estimate or the right service obvious, without turning the whole site into an alarm-style emergency page.
Conversion strategy
A phone number that never leaves the header, service-specific entry points, completed work with the credentials underneath it, and guides for the questions asked before a call.
Search architecture
Services, counties and guides organized as one structure: a page per county rather than one list of every place the company has worked.
Project status
Independent concept. It was never launched for the business, so no results are reported.
The site

A phone number that never leaves the screen

The RIG Roofing home page in a browser window, its storm-dispatch bar and phone number above a dusk photograph of a metal-roofed house and the headline Central Florida's Trusted Storm-Proof Roofing Contractor
Design system

The palette, the type scale, the real buttons

RIG Roofing brand guide: the lockup on light and dark, the named color palette with hex values, the type scale as it is actually set, and the real button styles
Proof

Completed work, and the credentials underneath it

The RIG Roofing recent projects page, its headline over a house at dusk with a row of certifications beneath it: GAF Master Elite, Florida Code Certified, Voted Best Roofer and A plus rated BBB
Depth

A page per county, and a guide underneath it

Coverage gets a page per county rather than one page hoping to rank for eleven places, and the guides sit behind them for the searches that happen before anybody is ready to call.

The RIG Roofing guide on Florida wind mitigation, showing the article layout
A RIG Roofing county page, with the towns covered, the services available there and the local crew capabilities
The work

Projects, filtered by the region a homeowner lives in

The RIG Roofing projects page in a browser window, filtered by region with four completed roof cards, and a phone beside it showing the services page
On a phone

Standing in the yard, in the rain

Three phone screens from the RIG Roofing concept: the home hero, the services list, and a roof system page
Beyond the screen

The same mark on the crew as on the site

A roofing company is judged in the driveway as much as online. The mark holds up embroidered on a cap and printed on a polo, in the brand's green, white, black and grey.

A green RIG Roofing polo with the logo on the left chest
A green and white RIG Roofing trucker cap with the logo embroidered on the front
A white RIG Roofing polo with the logo in green on the left chest
A black RIG Roofing trucker cap with the logo embroidered in white
A black RIG Roofing polo with the logo on the left chest
A white RIG Roofing trucker cap with the logo embroidered in green

Brand application concepts for a self-initiated redesign. Nothing shown here was commissioned or produced.

Next project

Goldsmith Pools

A luxury pool concept built as one long scroll, where the photography carries the page.

See the project
Goldsmith Pools homepage hero, a luxury pool builder concept showing a landscaped Mediterranean courtyard

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