Work / Ironclad Concept project
Standing out from storm chasers after every hailstorm.
After a hailstorm, DFW homeowners are flooded with door-knockers and flyers. We gave Ironclad a rugged, credible brand and a website that helps people decide calmly and book a free inspection.
The challenge
What wasn't working
Every storm brought a wave of out-of-town crews and aggressive sales tactics. Homeowners had learned to distrust anyone offering a "free roof", including honest local companies like Ironclad.
Ironclad's site looked like the competition's: stock photos, vague promises and no explanation of how insurance claims actually work.
"How do I know you're not just another storm chaser?"
Homeowners in Dallas–Fort Worth after a hailstorm. They're unsure whether their roof is damaged, wary of scams, and confused about insurance.
Goals
What the new brand and website had to do
More inspection bookings
Turn worried homeowners into booked inspections.
Trust over pressure
Separate Ironclad from storm chasers.
Explain the insurance process
Remove confusion so people move forward.
What we learned
Insights that shaped the design
They need help deciding whether an inspection is worth it.
Years in DFW, local project photos and a long warranty signal a company that will still be here.
A plain explanation of the claim process removes the biggest worry.
Brand solution
Rugged and trustworthy
Aa Bb 123
Colour palette
Voice and tone
Direct, calm and honest. Explains, never pressures.
- Honest
- Strong
- Local
- No pressure
Website solution
Key design decisions
Each decision is linked to the goal it supports.
Storm damage checker
Homeowners tick what they've noticed and get a plain-English recommendation, with no form to fill in.
Goal 1: More inspection bookingsGoal 2: Trust over pressureFour-step insurance claim guide
Inspection, claim, adjuster visit and new roof, with what Ironclad does at each step.
Goal 3: Explain the insurance processStorm alert bar
A banner after hail events points straight to free inspections.
Goal 1: More inspection bookingsLocal proof in numbers
Roofs replaced in DFW, a 25-year warranty and 48-hour inspections are shown under the hero.
Goal 2: Trust over pressureShort inspection form
Address, reason, name and phone. No email, no long questions.
Goal 1: More inspection bookings
Desktop and mobile
Designed for the phone first
Measuring success
How we'd know it's working
| What we track | Target | Design decision that supports it |
|---|---|---|
| Inspection bookings per month | Clear growth, especially after storms | Storm bar, checker and short form |
| Checker users who book | Above 20% | Booking button inside every result |
| Inspection to signed job rate | Above 40% | Insurance guide sets expectations before the visit |
| Bookings within 7 days of a storm | Higher than previous storms | Storm alert bar switched on after hail |
This is a concept project based on a fictional brief, so these are the targets the design is built to reach, not reported results. For client projects, we agree targets like these at kickoff and report against them after launch.
Try it yourself
See the live concept website
Open the working site and try it on your phone.
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