Case Study

Summit Point Roofing

Building a Unified Brand & Marketing Ecosystem

Creative and brand marketing lead supporting significant company expansion across four divisions, three locations, and 10+ service lines.

CREATIVE DIRECTION & BRAND STRATEGY

Creative direction, positioning, messaging, brand standards, and implementation systems unified the customer experience across four business divisions.

WEBSITE & CONTENT STRATEGY

Website strategy and 50+ service, landing, location, and educational pages expanded geographic and service-line coverage.

INTEGRATED CAMPAIGNS & SALES ENABLEMENT

Pitchbooks, proposals, referral programs, brochures, educational content, direct mail, and customer communications supported a nine-person sales team.

CREATIVE OPERATIONS

Oversaw three external agencies and 40+ vendors while establishing creative standards, workflows, brand governance, and cross-functional execution.

SCALE & IMPACT

Supported significant company expansion across four divisions, three locations, 10+ service lines, a new Detroit location, and the launch of a new division.

Overview.

Led creative direction, brand strategy, and integrated marketing for Summit Point Roofing during a period of significant company expansion. The work modernized the brand, website, marketing materials, and customer communications while creating a more cohesive system across four divisions, three locations, and 10+ service lines.

My Role.

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Creative Direction

Brand Strategy

Integrated Campaigns

Creative Operations

Sales Enablement

Website & Content Strategy

Agency & Vendor Leadership

Website & Content Strategy.

Reshaped and expanded the company's digital presence through a modern website and broader content system. The work included responsive design, service-line architecture, photography integration, lead-generation pathways, and 50+ service, landing, location, and educational pages supporting geographic and service-line growth.

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Sales Enablement.

Developed practical sales tools for a nine-person sales team, translating brand positioning and service expertise into consistent customer-facing communications. The work included pitchbooks, proposals, inspection reports, leave-behinds, presentations, educational materials, referral programs, and supporting collateral.

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Integrated Campaigns.

Developed coordinated creative across direct mail, email, customer education, seasonal promotions, recruitment, referral programs, sales communications, and ongoing brand-awareness initiatives. The work connected campaign execution with the broader brand system rather than treating individual channels in isolation.

Featured Brand Video

Bringing the Summit Point story to life.

A company story video developed to strengthen brand credibility, showcase the team, and support commercial marketing efforts.

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Brand Systems & Creative Assets.

Built and maintained a cohesive visual system across stationery, presentations, signage, print collateral, customer communications, and supporting brand assets—creating consistency across physical and digital touchpoints.

Outcomes & Impact.

The work established a scalable creative and marketing foundation during a period of significant company expansion, strengthened brand consistency across four divisions, expanded the company's digital footprint, and equipped sales teams with a more cohesive system of customer-facing tools.

50+

Website Pages

04

Divisions

03

Locations

10+

Service Lines