Selected Work

Root & Rise Flooring

A flooring business — sister to Xtreme Coating Solutions — built to stand on its own, structured to fold under the Xtreme umbrella tomorrow if consolidation makes sense.

  • Brand foundation & messaging
  • Visual identity system
  • Website (with SEO baked in)

Shipped in 4 weeks · Sister brand to Xtreme Coating Solutions

Tagline

Strong Foundations.
Elevated Spaces.

The promise in five words — floors built to last and designed to inspire.
The Brief

Root & Rise was already operating — a flooring business sister to Xtreme Coating Solutions, same operator, different buyer, with a book of business (Raising Cane’s, Churchill Downs, U of L Athletics, JCPS, Sacred Heart, Norton Healthcare) that had outgrown its brand. Xtreme already owned the credibility for performance coatings; Root & Rise needed its own identity for the architects, developers, and facility managers who buy on design and longevity, not just durability.

Four weeks. Brand foundation and messaging, visual identity system, and a B2B website with SEO baked in — lean by design, no overbuild. Distinct from Xtreme today, structured to fold under the Xtreme umbrella tomorrow if consolidation makes sense.

PrimarySlate Gray#3E4349
PrimaryWarm Concrete#A5A5A2
PrimaryDeep Green#1F4632
SecondaryBurnished Bronze#B46A43
SecondarySoft Sand#E3D8C6
SecondaryWhite#FFFFFF
01 · Color system

The palette had to do what Xtreme’s couldn’t — read design-driven without losing the credibility of a trade business. Slate Gray and Warm Concrete anchor the system in materials the brand actually works with. Deep Green sits as the signature — a quieter accent than the bright green Xtreme owns, signaling craft and longevity instead of jobsite energy. Burnished Bronze and Soft Sand are the warmth notes that keep the system from reading cold-industrial when a brochure lands in front of an architect.

HeaderAaDM Serif Display
BodyAaLato
02 · Type system

A two-font pairing that balances craft with clarity. DM Serif Display carries the headlines — high-contrast, editorial, the part of the system that signals design. Lato carries the body — clean, neutral, readable inside a capability sheet or a long-form services page without fighting the headline for attention.

03 · Brand foundation

The strategic floor every Root & Rise asset gets built on — tagline, purpose and promise, and the audience the brand exists to win. Written as a tight, opinionated foundation so the website, the capability sheet, and the sales deck can all stand on the same ground without drifting.

Tagline — Strong Foundations. Elevated Spaces.
Brand Purpose & Promise — what Root & Rise exists to do, and what we deliver
Audience & Market Focus — primary project stakeholders and secondary operators
04 · Voice & messaging

The how-we-sound layer — voice principles, differentiators, and messaging pillars sitting underneath every word the brand ships. Built so a homepage headline, a capability sheet, and a proposal cover letter all sound like one brand without a copywriter in the room.

Voice & Tone — design-driven clarity, elevated but approachable, rooted in craft, trust through transparency
Brand Differentiators — cross-discipline expertise, simplified process, durability meets design, trusted partnership
Messaging Pillars — beauty with purpose, clear guidance, durable craftsmanship, rooted in reliability
05 · Distinct but connected

The structural decision underneath every Root & Rise asset: stand on its own today, fold under Xtreme tomorrow if consolidation makes sense. Shared values, complementary palettes, and a visual system intentionally designed so the brands read as siblings — not the same brand wearing two name tags.

Root & Rise + Xtreme — Distinct but Connected: how the brands differ, how they connect, and how Root & Rise can fold under Xtreme as a specialty division
06 · Site

A B2B-focused website built around the buyer Root & Rise needs to win — the project stakeholder who’s evaluating flooring partners on credibility, capability, and clarity in the same scroll. Content architecture, SEO strategy, and the hero treatment shown below all land on the live site at rootandriseflooring.com.

The hero leads with the tagline — no preamble, no hero video, no badge wall. The promise reads first because the buyer scans first. Everything else (services, capabilities, proof) sits underneath in the order the buyer asks for it.

Root & Rise Flooring live site hero — Strong Foundations. Elevated Spaces.
rootandriseflooring.com · live since December 2025
07 · Site detail

Four more moments from the live build — services, projects, client roster, and the closing CTA. Each one earning its place in the buyer’s scan: proof of scope, proof of work, proof of trust, and the ask.

Root & Rise site Services section — five flooring types (Carpet, Tile & Grout, Luxury Vinyl, Sheet Vinyl, Rubber Flooring) on Deep Green
Root & Rise site Projects That Perform section — headline + kitchen interior + Explore Our Projects CTA
Root & Rise site Our Clients section — logo roster spanning institutional, Louisville-regional, and commercial construction buyers
Root & Rise site Ready to Build Stronger Foundations closing CTA — with Traditional Bank stair interior and Let's Get Started button
Scope

One brief. One operator. One brand, built lean.

01

Discovery

  • Brand audit (website, materials, social)
  • Service and product priorities
  • Audience confirmation (primary + secondary)
02

Brand & Messaging

  • Purpose, promise, and positioning framework
  • Voice and tone (4 principles)
  • Messaging pillars (4 pillars)
  • Differentiators
  • Sister-brand structure for future Xtreme integration
03

Visual System & Web

  • Color system (primary + secondary palette)
  • Type system (DM Serif Display + Lato)
  • Website copy
  • Website design and layout (full build)
  • SEO strategy baked into the build
What Made It Work

A full brand in 4 weeks
— built lean, structured to consolidate.

Standing up a brand this comprehensive usually means six months and a five-figure budget before anything ships. Root & Rise needed the opposite: an operating flooring business that needed real brand and web presence, fast. Four weeks, fixed scope, one operator already inside the sister brand — which meant no relearning the business, no re-explaining the buyer, and no creative drift between Xtreme and Root & Rise. The brand reads as its own thing. The system underneath is built so it can fold into Xtreme the day consolidation makes sense.

See What’s Next

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