Staying on top of it.
PROJECT DETAILS
The only thing competitors have in common with Salazar Roofing is the “roofing” in their names. Everything else — quality, commitment, work ethic, customer care — is another story entirely. One that deserved telling.
We designed a comprehensive brand strategy and rebrand for Salazar Roofing, a family business with one goal superseding all others: taking care of people.
There’s a time and place for squeaky clean.
This was neither. In roofing, it’s trendy to show idyllic shots of finished jobs and avoid any implications that the work is less than pleasant. We took that idea, nodded solemnly at its wisdom, then crumpled it up and set it on fire.
Credit where credit is due: roofing is no fun. It’s dirty, hard labor. And it’s worth talking about. We leaned into a bold, gritty look and strong language that acts as a credential of Salazar’s work ethic.
One family, One Name.
How does a local business differentiate itself in a flooded market bankrolled by consumers that have learned to be distrustful? They have to leverage the one truth that brands them from the inside out: every customer is an extension of the familia, and every job should reflect that.
The One Name campaign is a narrative of the Salazar family’s hard-earned experience and unyielding commitment to people. They have this innate inability to do anything less than the best — and that’s what we captured.
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Wake up and smell the willpower.
We concepted, scripted, and produced a brand film as an extension of the Arise and Go campaign.
Internet killed the phonebook star.
Salazar needed a new sales strategy that would ditch the yellow pages and put them on the digital map. We assessed their customer base and media habits, then outlined the most up-to-date and efficient strategies for Salazar to follow.
We developed and trained Salazar on a customer journey resource, giving them the tools and knowledge they needed to go out and crush their sales process.
But Salazar reps can’t be everywhere, and they can’t knock on every door. We designed and developed social content, branded collateral, photography, and outdoor executions to help them meet customers right where they were.
Results
Nailed it.
We helped Salazar Roofing evolve their brand to appeal to a changing customer base and set them apart as the trustworthy, experienced roofing powerhouse they are.
Salazar gained so much business following the rebrand, they were able to expand their operations to 3 more states.
