Goodman Construction

case study


Goodman Construction is a roofing company located in Edmond, OK. Their mission is to use their creative talent, experience and knowledge to build homeowners the most beautiful and sustainable roofs possible. The Goodman team infuses service, quality and innovation in every roof they touch. As pioneers in their industry, Goodman Construction is often referred to as the “The Roofer’s Roofer.”

The owners approached Koch Comm to help re-establish the brand with a new mark, collateral and website that maintained the same level of artistry and uniqueness that sets them apart from their competitors.


Branding • Collateral • Website


Tasked with creating a visual that represents the legacy and core values of the Goodman brand, Koch Comm identified a series of brand pillars. These pillars, like the four walls that hold up the roof of a home, informed and supported the visual identity. The final product is a brand that expresses the high-end work that Goodman does, while also offering a timeless look that speaks to a wide variety of audiences.


Koch Comm’s discovery process allowed the team to understand and visualize the Goodman brand, creating a mark that stands out in the roofing industry. By creating a custom typeface, the Goodman logo now reflects the elite craftsmanship and distinctive service they are known for. Additionally, a series of icons were created to reflect the various materials and services the company offers.


Keeping in alignment with the timeless look, the two primary colors established were shades of black and white. Their work is set to bring the color to the brand. Supporting colors were inspired by the slate, cement, shake and clay in the materials used by the Goodman team every day.



Once the logo concept was chosen by the Goodman team, Koch Comm developed a comprehensive brand guide, complete with implementation recommendations including vehicle wraps, protective gear, business cards and job signage.




With the visual and verbal brand established, Koch Comm began creating a strategic and audience-centric website. The website is mobile-friendly and responsive, while staying consistent with the objective of allowing site visitors to easily self-select which audience they fell into.  Through a unique content and customer journey strategy, copywriting and internal linking, the end-user is able to easily explore and experience what it would be like to work with Goodman Construction from quote to finish.


Custom illustrated industry specific icons were made for several uses with the client.


2021 ADDY Awards:
  • Brand Book Design – GOLD
  • Website Design – GOLD
  • Website Copywriting – SILVER
  • Integrated Branding Campaign Design – BRONZE