Roofstock
Visual Identity
Web
ROLE
Visual Designer
DATES
SEPT 2018 → MAR 2020
Yena Park
(Lead Designer)
Sarah Park
(Sr. Product Designer)
Blair Franklin
(Marketing Content Manager)
COLLABORATORS
Roofstock is a platform for buying and selling single-family rental properties, allowing investors to purchase entire homes for rental income without fractional ownership or crowdfunding.
In my role at Roofstock, I focused on enhancing the brand's visual identity and communication across various platforms. I improved the look and feel of customer touchpoints like websites, emails, marketing materials, and presentation decks. Here are some examples of the work I did at Roofstock.
Redesign Email
When I first came across Roofstock's emails, I felt confused and overwhelmed. As a customer unfamiliar with the market, the design appeared daunting, and the content was arranged in a manner that made it difficult to remember.
Roofstock old emails.
My goal was to revamp Roofstock emails for higher engagement. Boost brand recognition, personalize user experience, optimize deliverability, streamline workflow, increase retention, and analyze performance for impactful email marketing.
New Look and Feel of Email.
Before and After Comparison
This comparison highlights the evolution from the old version to the updated version, focusing on key improvements in each section:
Viewer Engagement
Branding / Visual Identity
Optimal Use of Space
Accessibility Improvement
Old Version ↓
Updated Version ↓
On a Mobile Screen
Web Design
I contributed to enhancing the design of Roofstock's landing pages, ensuring seamless integration with other promotions and projects.
Some simple promotion pages I designed.
Update Certification Page
Problems:
The layout was too cluttered, making it difficult to follow or read the information.
Icons and UI style lacked consistency.
The page lacked vitality, hindering user engagement.
Goals:
Create divided sections and categories to enhance information organization and communication.
Introduce subtle animations to highlight each section and pique user interest.
Challenge:
Make this page more informative and engaging to convey useful tips through visual communication effectively.
New Desktop Version
Presentation Deck
There were no presentation templates for Roofstock until I created the version for the team. Here are some examples.
Social Advertising
The previous advertisements lacked clear messaging and visual engagement, and they were overwhelming with overlapping content.
The solution involved revamping the ads by crafting clear messaging, enhancing visual appeal, focusing on brand awareness, increasing reach, driving website traffic, boosting engagement, and encouraging interaction with Roofstock's platform.
Old Facebook Carousel Ads
New Facebook Carousel Ads
New Google Ads
Magazine Printing for Marketing
