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Concept project · fictional business

Wrenfield Roofing & Exteriors

A roofing site that shows a ballpark price before it asks for a name, then books the inspection.

Trade
Roofing and exteriors
Size
40 staff in six crews
Where
Charlotte, NC and Greenville, SC
The site’s one job
A ballpark price, then a booked inspection
Wrenfield’s home page on a desktop screen, under a “Concept project: fictional business” banner. On the left, the headline “Storm last night? Start here.” and a “Get my estimate in 60 seconds” button. On the right, a photo of a water-stained ceiling.
The home page at desktop width.

The brief

Wrenfield is a made-up regional roofer with 40 staff in six crews, serving Charlotte, NC and Greenville, SC. It does roof replacement, storm and insurance-claim repairs, siding and gutters.

Its visitors are homeowners after a storm or a leak, often stressed and on a phone, who want to know the cost and the timeline. Others are comparing two or three roofers before they talk to sales.

The site’s one job: get them to a ballpark price and a booked inspection window in under a minute, and keep the phone number one tap away for emergencies.

Wrenfield isn’t real. Its crews, its prices and its license numbers are part of the concept, and any review on the site is marked as a sample.

How the site gets the call

  1. The main button on the first screen opens the estimate in place. It says “Get my estimate in 60 seconds.”
  2. A ZIP code checks that the home is in the service area.
  3. “What’s going on?” Storm damage, a leak, a full replacement or not sure.
  4. Roof basics: a slider for the size of the home, and the roof type (asphalt, metal or not sure).
  5. A ballpark price for a home like theirs, before any contact details.
  6. Then an inspection time, morning or afternoon in the next three days, with a name and a phone number.

On a phone, a “Storm damage? Call now” bar stays on screen the whole way through.

Wrenfield’s first screen on a phone, under a “Concept project: fictional business” banner: the headline “Storm last night? Start here.”, a line saying a price range comes before any name, a “Get my estimate in 60 seconds” button and a “Storm damage? Call now” bar at the bottom.
The first screen, with the call bar at the bottom.
Wrenfield’s estimate section on a phone: the heading “Price first. Name second.”, a ZIP code field, a “Get my estimate” button and an example price range, which is part of the fictional concept.
The estimate section. Its example price range is part of the concept.

Pages in the site

  • Home
  • Roof replacement
  • Storm and insurance claims
  • Siding and gutters
  • Charlotte service area
  • Greenville service area
  • Our work · a project gallery
  • About and crews
  • Financing

The look

Slate charcoal and bone, with weathered cedar, storm blue-gray and signal-amber buttons. Headlines in Archivo, heavy and wide, and text in Source Sans 3.

  • Slate
  • Bone
  • Storm
  • Cedar
  • Amber

The palette and fonts became Cedar, one of our starting styles.

Start from this look
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