Rooftop Ventures
Lead Creative
Logo creation, Brand book, brand guidelines, photo treatments, patterns, presentation design template, typography, bespoke iconography
Brand System for a B2B Customer Success Spin-Off
I partner with startups to translate ambitious business missions into cohesive, market-ready visual identities. For Rooftop Ventures, I translated the founder’s core vision into a comprehensive, end-to-end brand identity system. Moving from strategic discovery to full-scale asset delivery, I created a flexible visual ecosystem that establishes their digital presence, unifies their marketing, and empowers their internal team to create on-brand materials autonomously. By mapping out the creative direction from early mood boards to final assets, I delivered a scalable design ecosystem.
Scope of Work:
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Creative Direction & Discovery: Curated targeted mood boards to align the brand's core mission with an impactful, modern visual direction.
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Logo Suite & Iconography: Developed a primary logo alongside adaptive secondary badges and a custom icon library for seamless product and web application.
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Brand Guidelines & Book: Formulated a brand book outlining typography, functional color palettes, and art direction for photo treatments and graphic patterns.
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Operational Design Systems: Engineered plug-and-play Google Slides and Google Docs master templates, giving the internal team the tools to build pitch decks and documents without design drift.
The Challenge
Rooftop Ventures was founded by a team of veteran operators with deep domain knowledge in Customer Success. They noticed that many enterprise software startups struggle with onboarding, build reactive customer teams, or lack the capacity to scale their customer experience efficiently.
To launch their business and leverage their extensive network of clients, Rooftop needed a solid visual foundation. The challenge was to design a clean, professional brand system that instantly communicated their ability to help startups maximize cost efficiency, minimize risk, and scale their customer operations safely from day one.
The Process & Brand Strategy
Working closely with the founders, I anchored the design strategy around their core value: "It takes a village." Because their mission relies heavily on teamwork, collaboration, and building ecosystems for their clients, the visual direction needed to feel trustworthy, highly collaborative, and structured.
I translated this strategy into a complete visual kit, including a primary logo, alternative badges, an intentional corporate but friendly colour palette, and a custom iconography suite to represent their data-driven customer lifecycles.
The Solution
I delivered a highly practical, plug-and-play design ecosystem tailored to their business goals:
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Brand Guidelines: A straightforward brand book detailing typography organisation, color rules, and clean graphic treatments to guide their future webpage development and UI design.
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Operational Templates: Custom, component-based Google Slides and Google Docs master templates. These allow a busy team of operators to independently build on-brand pitch decks, strategy reports, and marketing materials without messing up the formatting.
