Raising the Roof: The Strategic Rebrand of Roofclad Systems

When two established names in roofing decide to join forces, it’s not just a merger – it’s an opportunity to build something even stronger. That was the case when Profile Industrial Roofing and Roofclad Systems united under one roof (pun intended), creating a national powerhouse in roofing and cladding refurbishment.

And when it came to rebranding the combined business, they turned to familiar faces – us at PHd Design. Having previously branded Profile Industrial Roofing, we were invited back to help shape the new identity for Roofclad Systems.

From Two to One: A New Chapter

The merger brought together more than 70 years of combined expertise, five regional hubs, and a turnover north of £20 million – but two brands with distinct histories. The challenge? To create a unified identity that reflected their shared strengths without losing the equity of either name.

Our task was to position Roofclad Systems as a trusted, nationwide contractor that still retained its down-to-earth, hands-on approach. The goal wasn’t to reinvent the wheel, but to make sure it rolled smoother, looked sharper, and travelled further.

A Rebrand Built on Solid Foundations

We began by revisiting what each business stood for – Roofclad’s technical authority and Profile’s reputation for reliability. The new brand needed to bring those qualities together under a clear, confident, and scalable identity.

The result? A bold, modernised brand system that reflects the company’s industry expertise and future ambition. The new logo – with clean geometric forms inspired by rooftops – sits proudly in a colour palette of deep blue and construction orange, balancing professionalism with energy.

Every element was designed with purpose. From the vehicle livery to uniforms and site signage, the new brand ensures instant recognition whether it’s spotted on a motorway, a high-vis jacket, or a hard hat.

Making It Work Hard (Just Like Their Team)

Roofclad Systems doesn’t just install roofing – they solve problems. So, we created a visual language that works just as hard as they do. The system includes distinctive line icons representing their core services – from overcladding and waterproofing to solar panels and corrosion treatment – bringing clarity and cohesion to their communications.

We also considered scalability. With the company operating across five UK locations, consistency was key. The refreshed identity gives the brand room to grow while maintaining unity across every touchpoint, from digital to on-site.

More Than a Makeover

For Roofclad Systems, this rebrand wasn’t just cosmetic. It marks a new phase of growth – backed by the strength of two respected teams now working as one. And for us, it’s another reminder that great design is about more than aesthetics; it’s about helping businesses evolve confidently, without losing sight of who they are.