Roof AI has been building AI-powered tools for real estate brokerages since 2016, long before generative AI showed up in town. Its platform helps brokerages engage website visitors, answer property-related questions, qualify buyer intent, and turn more online conversations into opportunities for their sales teams.

Rather than replacing agents, Roof AI supports them by handling the early stages of the customer journey, responding instantly and making sure valuable leads do not disappear before an agent has the chance to follow up.

Roof AI was preparing to introduce a new product-led growth experience that would allow prospective customers to understand the platform and begin exploring it with less reliance on a traditional sales process.

I designed the PLG landing page and a supporting system of paid ad creatives. The landing page needed to communicate the value of the product quickly, explain how it fitted into an existing brokerage workflow, and give visitors a clear reason to take the next step.

The ad creatives extended the same message across paid channels, creating a consistent journey from the first impression through to the landing page and product experience.

Roof AI had been an AI company since 2016, but the visual language of AI had changed dramatically. Since 2022, the market had become crowded with new tools using the same gradients, glowing interfaces, chatbot illustrations, and vague promises of automation.

The challenge was to make Roof AI feel clearly connected to AI without allowing it to blend into this growing category of generic products. Its identity needed to communicate maturity, experience, and trust, particularly for an audience of established real estate brokerages.

The solution was a polished and restrained design direction built around clarity and human outcomes. Focused product visuals, combined with confident messaging helped position Roof AI as an established platform rather than just another vibe coded experimental AI bot.

We also created a system of warm, human-centred imagery focused on the emotions behind buying and selling a property. Instead of presenting AI as the hero, the visuals emphasised the moments the technology helps make possible, from the excitement of finding a new home to the confidence of completing a sale. This gave the brand a more approachable and emotionally relevant identity while keeping the overall experience professional and consistent across the landing page and ad creatives.