An independent branding and Webflow website concept for a fictional Western New York exterior contractor. I created the visual identity and developed a service-focused website designed around clear information, credible presentation, and straightforward estimate requests.

Project type: Independent concept project My role: Brand identity, logo design, visual direction, content development, and Webflow implementation Platform and workflow: Relume → Webflow

Erie Ridge Exteriors explores how a local contractor can present a range of exterior services through one cohesive brand and website.

The concept covers roofing, siding, gutters, windows, doors, and exterior remodeling. The challenge was to make that range easy to understand without creating a cluttered website or an identity that felt disconnected from the work.

I developed the project around three priorities:

Establish a recognizable identity suited to an exterior-services business.

Organize services and supporting information so homeowners can understand the offering quickly.

Give visitors clear paths to explore the work and request an estimate.

I created the Erie Ridge Exteriors identity specifically for this project, including the custom logo and its application across the website.

The geometric mark introduces a roofline-like form that connects visually with the exterior-services category. Paired with a bold wordmark, it gives the brand a straightforward, recognizable presence.

The identity was developed as a working website system rather than a standalone logo. Its colors and visual character carry through navigation, service cards, buttons, and supporting sections.

Initial identity developed in approximately two hours I created the logo and established the color palette and typography direction in approximately two hours. This timeframe covers the initial visual identity—not the website build, subsequent refinements, or preparation of final deliverables.

The visual direction combines brick, slate, white, and pale slate surfaces.

Brick provides a warm accent for primary actions, while the slate tones establish structure across text, navigation, and darker sections. Alternating light surfaces separate content without introducing additional colors.

Serif display headings bring character to the page, while sans-serif supporting text keeps service descriptions and navigation direct and readable.

The aim was a practical contractor identity with enough distinction to feel considered—not an overly elaborate presentation that competes with the services.

The homepage moves from the core service offering into the information a homeowner would need before making an inquiry:

What the company does.

How it approaches communication and planning.

Which exterior services are available.

How the estimate and project process works.

Examples of the types of work represented.

Answers to common questions.

A final estimate-request call to action.

Service cards make the offering scannable, while the process and FAQ sections create space for more detailed explanations.

The website is designed to make the next step clear without asking visitors to navigate through unnecessary complexity.

I used Relume components as the structural foundation and developed the website in Webflow.

My work focused on turning that foundation into a cohesive Erie Ridge experience: applying the identity, refining typography and spacing, adapting content, and coordinating the presentation of sections and components.

The distinction between reusable structure and original brand expression was central to the project. Relume supported production efficiency; the identity, messaging, and visual refinement established the website’s specific character.

Erie Ridge Exteriors demonstrates my ability to connect original brand identity with a practical, service-focused Webflow website.

The project brings together logo design, a coordinated visual system, contractor-focused messaging, and a clear estimate-oriented page structure. It also demonstrates an approach that can be adapted to real local businesses with their own services, project photography, credentials, and customer proof.

Erie Ridge Exteriors is a fictional brand and independent portfolio concept, not a commissioned contractor engagement. No customer acquisition, ranking, or revenue results are claimed. Any stock or generated project imagery is illustrative and does not represent completed Erie Ridge work.