The brand that makes functionality visible and makes spaces work

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Client
Roofer

Case
Brand positioning &
Website

Services
Visual identity/branding
UX design
Social media design
Print

Sector
B2B

In environments where performance matters, Roofer creates spaces that truly work. The team designs smart, robust and sustainable solutions for intensive use in healthcare, education and the business sector.

As the portfolio grew, the wish arose to align the brand identity even more sharply with Roofer’s strengths: functionality, circularity and reliability in every application.

With that question, we developed a brand story that puts performance, sustainability and collaboration at its heart, and makes the proposition immediately clear to clients and partners.

We developed a contemporary, no-nonsense identity that radiates robustness and clarity, and translated it into a recognisable brand and a digital environment that presents projects, collections and solutions clearly and actively encourages collaboration.

Challenge

Roofer was known for robust, smart furniture and 20+ years of experience, but the proposition could be sharper towards healthcare, education and the business market. Decision-makers needed to see at a glance why Roofer makes spaces perform better: functional, circular and able to withstand intensive use. The brief: make “spaces that work” immediately and consistently visible in the brand and website.

Visual identity

When designing the Roofer wordmark, we chose hexagons with rounded corners that radiate both robustness and accessibility.
The strong geometry symbolises the quality and durability of the furniture, while the soft corners give an inviting and friendly look. This makes the Roofer wordmark powerful and approachable, with a strong positioning: solid, functional and accessible.

A no-nonsense, industrial visual language with a focus on detail, material and use. Photography shows real context (intensive use, sustainability in practice), complemented by functional iconography and a modular grid for scalable expressions.

For Roofer, we developed a colour palette that radiates robustness, functionality and durability. The tones are carefully matched to the brand identity and align with the material and usage context (healthcare, education, business environment). The palette supports a clear hierarchy between product lines and sector pages, with consistent contrasts for optimal readability.

The palette acts as a visual language for “spaces that work”: no-nonsense, reliable and forward-looking. It provides instant recognisability across all communication and reinforces the proposition of strong, circular solutions that perform over the long term.

Goals

Our focus at Roofer was on developing a brand identity that radiates strength, reliability and craftsmanship. The new branding not only had to make the core of the brand tangible, but also strengthen its position as the partner for organisations in healthcare, education and business environments that want to create sustainable, functional and future-proof spaces.

Visibility

Making Roofer more visible as the first-choice partner for intensively used environments. Clearly showing what the brand solves, for whom, and with what result, from first orientation to project start.

Partners

Building relationships with clients and facility/architecture firms within healthcare, education and the business sector. Reducing friction in the orientation and decision phase with clear proof (cases, specs, references).

Positioning & communication

Positioning Roofer as an expert in functional, circular space solutions: creative, robust and scalable. A brand story that links performance (smart, strong, sustainable) to measurable impact in the space.

Digital engagement

A website that not only informs, but activates: sector landing pages, product/solution pages, a case library, clear CTAs and tools (quote/advice) for fast conversion.

Outcome

To bring Roofer’s identity to life, we developed a brand identity that radiates strength, functionality and durability. This foundation was reinforced with a clear positioning and translated into a professional and user-friendly digital environment that directly appeals to clients in healthcare, education and the business sector. The renewed look creates more recognition, trust and distinctiveness, positioning Roofer clearly as the partner for spaces that work.

Branding

The new brand identity emphasises robustness, functionality and circularity. Clear typography, considered hierarchy and material-driven visual language strengthen trust and ensure consistent, professional communication across all touchpoints.

Website

The web design makes the promise immediately tangible: clear sector routes, cases with results, product specifications and quick contact steps. This improves findability, persuasiveness and conversion from interested parties into concrete enquiries.

Branding bureau Amsterdam, karaktervol portret van een man met rode muts

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