Made for life

We partnered with Ross Roof Group to redefine its brand and design strategy, resetting its positioning and creating the platform for global growth. A family-owned business with a strong ethos around taking care of customers and employees provided us with the ingredients to tell a rich, authentic story in a category largely characterised by a functional approach to market.

Ross Roof Group


Brand Positioning, Brand Story, Tone of Voice, Visual Identity Systems, Brand Toolkits & Guidelines, Communications Frameworks, Film, Photography & Animation Production,

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Our Strategy

An established and well known character in the building industry, Ross Roof Group had grown to incorporate a number of different product lines, but with no clear positioning. We developed an idea, ‘Made for Life’, that spoke to the strength and protection of its hero products, and the self-evident role that a roof plays in the home - an integral part of our home that bears witness to the joy and business of the life beneath. We then set up an architecture for strategic, international growth that involved a switch to Tilcor as the masterbrand and a streamlined product architecture.

Our Creative Approach

Based on the creative idea, ‘Made For Life’, we built the brand identity and wider brand expression from the graphic 'T' device derived from our 'T' symbol, which mirrored the corner of a roof. The angle's shapes and forms made with this device, set the foundation for everything we did from housing key messages and imagery to the wider brand experience and graphic system.