Erdmann Exterior Designs entrusted me with a full-scale rebranding and digital transformation project designed to elevate their market presence. This project spanned the entire customer journey—from initial logo and messaging updates to a new website launch, paid media campaigns, and social engagement strategy. By combining deep consumer insights, strategic testing, and data-driven design, we repositioned Erdmann as a modern, approachable, and expert choice in exterior remodeling.
The first step was understanding Erdmann’s most valuable audiences and how they interacted with the brand. Using surveys, Google Analytics, Facebook Insights, and Hotjar, we analyzed patterns across previous customers and website visitors. We identified key engagement drivers: trust, craftsmanship, and a desire for straightforward project communication. These findings shaped the messaging and visual identity that would appeal to both new and repeat customers.
Leveraging these insights, we refreshed the Erdmann brand with a modernized logo, updated typography, and a richer color palette that conveyed expertise without losing warmth. I created digital style guides to ensure consistency across web, social, and ad placements. The brand voice evolved to emphasize reliability, hands-on service, and an approachable tone—designed to stand out in a competitive suburban market.
A/B testing on landing pages, Facebook ads, and call-to-action phrasing helped refine both the visual direction and the messaging that produced the strongest response rates.
The redesigned logo for Erdmann Exterior Designs introduced a fresh, streamlined ‘E’ icon paired with approachable lowercase typography. We selected a palette that grounded the brand in natural, outdoor tones—evergreen, soft blues, and earthy neutrals—with a pop of terracotta to add energy to calls-to-action.
The result was a look and feel that blended professionalism with the craftsmanship and care Erdmann is known for.
Our goal was to design a clean, approachable website that simplified the remodeling process for potential clients. Special focus was placed on easy quote requests, visible service offerings, and a robust project gallery that allowed users to explore past work by location, project type, and material used.
Calls-to-action were positioned prominently, and forms were optimized to minimize drop-offs. Additional landing pages were created for key services like siding and decking, each paired with visual testimonials and case studies to build trust.
The Projects section was a key addition, showcasing Erdmann’s craftsmanship in a user-friendly format. Visitors can filter by interior/exterior projects, project types, or specific materials used, giving them a personalized exploration path.
The website was developed in WordPress for ease of client updates, but was heavily performance-optimized to meet modern SEO and speed benchmarks.
Recognizing the growing influence of social discovery in home improvement projects, I led the creation of a dynamic social media advertising campaign across Facebook and Instagram.
We launched a series of animated promotional ads and video snippets that highlighted specific services, seasonal promotions, and customer testimonials. These ads used vibrant branded colors and clear value-driven messaging to stand out in competitive feeds.
A/B testing variations in image vs. video formats, copy tones, and special offers (like 10% off siding projects) revealed winning combinations that consistently outperformed industry CTR benchmarks.
The Erdmann rebrand and digital strategy overhaul delivered measurable, significant outcomes across the board:
User Traffic: Increased by 48% within six months of relaunch
Lead Generation: Online form submissions doubled
Social Media Engagement: Up 39% across Facebook and Instagram
Ad Performance: CTRs 2.3x higher than industry average; CPA reduced by 37%
SEO Visibility: Major keyword rankings moved from page 3+ to top page 1 results within 8 months
By combining thoughtful design, strategic testing, and performance marketing, Erdmann Exterior Designs now enjoys a stronger digital footprint—and a pipeline of more qualified leads than ever before.