Niche: Roofing (roofing companies, UK)
Positioning: Marketer specializing exclusively in roofing
Goal: Create a holistic, recognizable, structural visual style that immediately shows — this is a marketing expert for roofing companies.
1. Main design task
When landing on the page, the client should understand within 3–5 seconds:
this is a marketer
narrow specialization — roofing
there is a systematic approach
this is about lead generation and growth
this is B2B, not a blog "about everything"
Important:
not a "typical construction account," but a professional strategic profile with character.
2. Scope of work (start)
1️⃣ Pinned posts — 3 pcs.
3 carousels of 5–7 slides:
Who I am + why roofing
Methodology / work system
Approach / process / results / cases
2️⃣ Main grid — 9 carousels
Topics:
expertise, mistakes of roofing companies, advertising, funnel, audit, demand, strategy.
3️⃣ Highlights (Current)
Need to develop:
Previous categories:
Audit
Cases
Ads
Strategy
Reviews
About
4️⃣ Future videos (important to think about now)
Need to anticipate:
style of covers for Reels
so they fit organically into the grid
a unified system of headings
Cover format:
3. Visual direction
The style should convey:
Possible direction:
industrial minimalism
modern B2B
clean + contrast
We do not want:
a typical "construction banner" with photos of roofs and yellow font.
4. Color system
Create a Brand Kit in Canva:
1 main color
1 accent
1 dark base
1 light background
Priority — contrast and readability.
5. Fonts (critically important)
Requirements:
Select:
1 font for headings
1 for body text
1 (optional) accent
In Canva, fix:
sizes
hierarchy
margins
rules of use
6. Instagram grid
Need to think about:
how 9 posts will look together
rhythm (dark/light / alternating blocks)
overall profile composition
Must show a preview of the grid.
7. Technical parameters
Format:
1080×1080
Canva (access provided)
Create templates:
universal carousel
pinned post
case
expert post
Reels cover
8. Work result
Brand Kit in Canva
3 pinned posts
9 carousels
3-6 covers for highlights
Reels template
9. Perspective of cooperation
In case of successful work — long-term cooperation:
regular carousels
Reels covers
PDF presentations
commercial proposals
advertising creatives
visuals for lead magnets
