Hartwell Roofing

RoofingLeeds, United Kingdom

A family roofing firm for Leeds homeowners who want a straight answer and a roof that stays fixed.

Hartwell Roofing: van livery
01

Brand identity

A family roofing firm for Leeds homeowners who want a straight answer and a roof that stays fixed.

Personality

DependablePlain-speakingSturdy

Audience

Homeowners and landlords in Leeds terraces and semis, mostly 35 to 65.

Direction

Workwear, not corporate. Big confident type, safety amber used like hi-vis, slate grey everywhere else.

Logo system

HARTWELLROOFING
Primary logo
HARTWELLROOFING
Secondary logo
Icon
HARTWELLROOFING
Reversed
HARTWELLROOFING
On accent

Colour palette

Tap a colour to copy its HEX code.

Typography

Aa
Archivo BlackHeadings · weight 400

ABCDEFGHIJKLM
abcdefghijklm 0123456789

Aa
ArchivoBody · weight 400

Slipped slates, blocked gutters, a leak that only shows up when it really rains. If something's not right up top, we'll come and have a proper look. Surveys are free across Leeds.

  1. Leaking roof? We'll be up there this week.
  2. Free roof surveys across Leeds.
  3. Hartwell Roofing · Leeds

Visual identity

Overlapping slate rows as a pattern, chunky amber rules, rounded-corner photo frames like a van window.

Photography

Hartwell Roofing photography direction

Real roofs, real weather. Overcast Leeds light, people mid-job, terraced streets behind. No staged handshakes.

Tone of voice

Says it like a good tradesperson would on your doorstep: what is wrong, what it costs, when we can come.

  • Leaking roof? We'll be up there this week.
  • Slates sorted. Gutters cleared. Kettle optional.

Usage

HARTWELLROOFINGxx

Clear space equal to the height of the chevron. Never below 24px tall on screen. Amber only on slate or chalk, never on photos without a solid block.

Social rules. Photo does the talking, one amber block carries the message. Headlines in Archivo Black, never more than eight words.

02

Social media

Hartwell Roofing Instagram post: Leaking roof? We'll be up there this week.
Service promotion · Instagram feed post

Slipped slates, blocked gutters, a leak that only shows up when it really rains. If something's not right up top, we'll come and have a proper look. Surveys are free across Leeds.

Photo does the talking, one amber block carries the message. Headlines in Archivo Black, never more than eight words.

03

The conversation

WhatsApp conversation between Gary Hartwell of Hartwell Roofing and Ali at Asteroid

What working together sounds like from the owner's side: Gary Hartwell, owner at Hartwell Roofing, messaging Ali on the Asteroid team.

04

Project overview

The challenge
Most roofing firms in the area look identical: clip-art houses and red text. Homeowners cannot tell who will actually turn up.
Brand direction
Workwear honesty. A logo that would look right stitched on a fleece and big enough to read from across the street on a van.
Creative approach
Built the identity around the job itself: slate rows, hi-vis amber, real roof photography.
Design decisions
Amber is rationed to one block per layout so it always means "this is the message". Archivo Black holds up on vans, invoices and phone screens.
Services shown
  • Brand identity
  • Logo system
  • Vehicle livery
  • Social media design