David Mantegh
Portfolio/AZ

Roofing services · Rebrand

AZ Roofing AZ Roofing multi-phase rebranding case study by David Mantegh

Auditing an established roofing brand, rebuilding its visual system and carrying it into the places customers actually meet it.

Brand AuditIdentity RefreshGuidelinesWebsite UI/UXSocial System
Engagement
Multi-phase engagement
Relationship
Rebrand and ongoing design support
Role
Brand Designer · Creative Direction
Scope
Audit, identity redesign, guidelines, website UI/UX, social media, collateral and informative marketing

Case study summary

What this project
solved.

Client
AZ Roofing, a Toronto-area roofing and exterior services company.
Business problem
Existing recognition was useful, but the logo, website, social and sales materials did not behave as one system.
Audience
Residential and commercial roofing customers looking for clear proof, services and next steps.
David's role
Independent brand designer and creative director across several phases of the company identity.
Services
Brand audit, identity refresh, guidelines, character system, website UI/UX, social templates and vehicle wraps.
Outcome
A practical brand system connecting customer education, web experience, field visibility and ongoing marketing.
Official AZ Roofing brand guidelines cover for the 2025 rebranding system
01 · GuidelinesTrademark and graphic standards v2.0
AZ Roofing Behance brand guideline spread from the 2025 rebranding project
02 · Behance spreadPublic brand-guideline presentation detail
Approved AZ Roofing primary and negative logo configurations
03 · Logo systemPrimary mark, contrast rules and approved lockups
Approved Zak and Darwin AZ Roofing character system
04 · CharactersMascot system for education and service communication
AZ Roofing responsive website UI shown across desktop, laptop, tablet and mobile
05 · WebsiteResponsive UI/UX for customer conversion
Approved AZ Roofing Ford Transit vehicle wrap shown from four sides
06 · Vehicle wrapField visibility across fleet applications

Brand DNA

Dependable work. Clear communication.

A direct, useful identity built for real-world production.

  • DependableConsistent before the first conversation.
  • ApproachablePlain language and a human character.
  • PracticalRules that work across channels.
  • RecognizableDistinct cues repeated with purpose.

01 / The challenge

Recognition was there. Consistency was not.

The company had recognition, but its identity, website and sales materials did not behave like one brand.

02 / Brand audit

The audit turned scattered assets into a focused brief.

The review converted inconsistencies into four design priorities.

Recognition
Keep the familiar AZ name.
Hierarchy
Clarify services, proof and action.
Consistency
Unify type, colour, imagery and layout.
Usability
Make the system easy to produce and extend.
Approved Zak character roles and brand applications
Zak—the approachable face of the brand
Approved Darwin character roles and brand applications
Darwin—the technical project guide

03 / Rebrand process

Audit first.
Build what lasts.

Audit, decide, rebuild, test and govern.

  1. Sprint 0001

    Frame

    Clarify the business reason for change, priority audiences, key services and rollout needs.

    Gate · Rebrand brief approved
  2. Sprint 0102

    Audit

    Review the existing identity, logo use, messaging, website, social channels and sales materials.

    Gate · Audit findings aligned
  3. Sprint 0203

    Diagnose

    Locate inconsistencies and define what the brand must retain, simplify and strengthen.

    Gate · Rebrand criteria accepted
  4. Sprint 0304

    Reposition

    Shape a more dependable, approachable and professional expression for the roofing market.

    Gate · Direction selected
  5. Sprint 0405

    Refresh & test

    Refine the identity, typography and graphic system, then test it across priority applications.

    Gate · System validated
  6. Sprint 05+06

    Relaunch & govern

    Create guidelines and extend the system through web UI/UX, social, collateral and educational marketing.

    Gate · Rollout ready

04 / System rollout

Identity
in use.

The redesign was carried into the touchpoints people actually encounter, giving the brand a coherent system rather than a standalone logo.

Brand guidelinesWebsite UI/UXSocial templatesPresentation folderCharacter designCollateralInformative marketing
View supporting work on Behance
Approved AZ Roofing mobile experience across assessment, services, proof and projects
A mobile-first path from urgent need to assessment and proof.
Approved AZ Roofing Ford Transit vehicle wrap shown from four sides
Transit wrap using the approved logo, character and service hierarchy.
Approved AZ Roofing box truck wrap shown from multiple sides
A larger field application that keeps the same visual system.
AZ Roofing voice and tone guidelines with approved social media applications
Voice, character and social templates extend the rebrand into ongoing communication.

05 / Ongoing support

A rebrand designed for ongoing use.

The guidelines now connect website UI, social content, collateral and informative marketing.

Ongoing support · Brand governance · Multi-channel rollout

06 / Outcome

From scattered assets to
one roofing brand system.
DeliveryGuidelines v2.0 · Website, social and collateral system
MethodAudit · Reposition · Govern

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