Case study
Hill Top Roofing
A new brand and website for a roofer Atlanta already trusts
01 The brief
Hill Top Roofing has replaced and repaired roofs around Smyrna, Georgia, since 2008. Their own crews do every job, they're GAF certified and they hold 4.8 stars on Google. Their old website ran on stock manufacturer copy and looked like any other contractor's, which made them easy to confuse with the storm chasers they compete against.
02 What we did
- 01
New Identity
A new logo and icon, a type system and a refreshed palette built around a stronger red, used the same way on the website and on social media.
- 02
A Hero That Changes With the Weather
The homepage opens on a blue sky over a real roof. On the storm-damage page, the same roof sits under dark clouds with rain falling in front of it.
- 03
Answers Before the Ask
A homeowner roof check, a claims guide and a full GAF shingle catalog, so customers understand the job before a two-step estimate form asks for their number.
03 The story
Hill Top had the reputation already. They’ve worked out of the same shop on Old Concord Road since 2008, their own crews do every job, and their GAF certification puts them among the top 7% of roofers. Their brand didn’t say any of that.
We started with the identity. We drew a new logo and app icon, a monogram with a roofline and a mountain peak built into it, chose the typefaces, and refreshed the colors around a stronger red. The same system runs through the website and Hill Top’s social media, which we also manage.
The website follows the way the owners talk to homeowners: free inspection, insurance claims handled, no storm chasers. The homepage opens on a blue sky with drifting clouds, and the roof grows slightly as you scroll, as if you were walking up to the house. The storm-damage page uses the same roof under a dark sky, with rain drawn in front of it. Many people look for a roofer right after a storm, so that page gets the most care.
A roof is an expensive purchase from someone you’ve just met, so the site answers questions before it asks for anything. A six-point roof check lets homeowners look for problems from the yard. The storm page walks through an insurance claim step by step and lists the warning signs of a storm chaser. The GAF section covers every shingle line and color, so customers can choose a roof before anyone climbs a ladder.
We also built a page for GAF’s Roofs for Troops rebate, which gives service members, veterans and retirees $250 back on a qualifying roof. Its hero draws the rebate as a check over a flag made from the brand’s red stripes.
When someone is ready, the estimate form takes two steps. The first is all taps: the service they need and the type of property. The second asks for a name, a phone number and a zip code. A map built from census boundaries shows the 19 towns Hill Top covers across Cobb, Fulton, DeKalb and Gwinnett counties.
Digitelia 