While one of the most challenging projects I've worked on, this ended up being one of my favorites in the end. Originally, this company was called Dairyland Metal Roofing, and we had put up a customer-supplied design in the market. The advertising wasn't performing for them, so I did some more research. We learned that there was another company in the same area that had a very similar name, and was more easy to find on Google. So it was very likely that they were driving customers to a competitor.
After talking with the Client, we decided to change the name. I came up with Ursa Metal Roofing. Ursa means "Bear" in latin, and shows the toughness of the product they install. Having the phone number on the billboard was non-negotiable with the Client, so we came up with a more memorable toll-free number that directs to the companies existing line. Overall, this turned out to be a very memorable and iconic design for the brand.
