Frauwa Roofs & Interior Decor
Lead Visual Designer · Brand identity, promo reel, website · Construction / Interior Decor
Watch promo reelNo fixed brief was handed down. The starting point was learning the company and its base identity well enough to independently decide the right direction for today's market, then taking the lead on that direction.
Research covered the market, the audience and the competitive landscape, and one thing was immediately obvious: repetition. The same logos, the same colors, the same visual language across nearly every roofing and construction company. That observation became the direction: build something that stood apart rather than blended in, and let that decision show up in the color palette, typography, visual direction and the logo itself.
- Logo
- The core design challenge was the company's own history. Frauwa started as a roofing company and later expanded into interior decor — two services that don't obviously share a visual language. The solution was an arch: a form that reads simultaneously as a roofline (construction) and a window sill (interior decor), letting one mark represent both halves of the business instead of forcing a compromise.
- Color and typography
- Chosen specifically to break from the sameness identified in the competitive research, rather than to fit inside the conventions of the construction category.
Holding the line against the conventional direction
The client initially wanted the conventional route — the same generic construction-logo style every competitor uses. That request was pushed back on directly: the entire point was to stand out, not blend in, and the generic path would make it far harder to build a distinct name in a crowded category. Holding that position was as much a part of the work as the design itself.
Built to showcase Frauwa's offerings and past work, used to run promotional ad campaigns — a moving, campaign-ready extension of the new brand system rather than a one-off.
Delivered as a full package — brand identity, marketing materials, a promo reel used for ads, and a company website. No formal metrics tracked, but the deliverables represent a complete identity system, including a client conversation won on reasoning, not just execution.