M&E Painting and M&E Roofing · same family-owned operation, same Loveland customer, two completely separate web identities. Customers were confused. Branding was fragmented. We unified the two sites into one cohesive digital presence with both services equally represented and the kind of UX that doesn't make people work for it.
01 Overview.
M&E Painting and M&E Roofing are leading service providers in residential and commercial painting and roofing · both based in Loveland, Colorado. The team was unified. The brand reputation was unified. But the two web identities had grown up separately and never converged. Customers landing on the painting site didn't realize the same company did roofing. The technology stack was duplicated, the brand assets diverged. Time to consolidate.
02 Goals.
Four goals, in order of priority:
- Consolidate two brands into a single cohesive online identity
- Streamline user navigation and reduce friction between the two service paths
- Highlight both services equally · without painting overshadowing roofing or vice versa
- Simplify the combined technology infrastructure so one team could maintain one site, not two
03 Strategy.
Discovery-led, design-first, collaborative throughout.
User behavior analysis
In-depth analysis of user behavior on both existing sites · where painting visitors fell off, where roofing visitors got stuck Mapped the existing site structures and audited the overlap (and the gaps)
Visual identity unification
Developed consistent visual identity across all brand elements · color, typography, imagery system Built a parent-brand architecture that gave both painting and roofing equal billing
Navigation architecture
Designed intuitive navigation pathways for both service types from the same homepage Built service-specific landing experiences that didn't bury the other half of the business
Collaborative delivery
Collaborated closely with the client throughout the process · their domain expertise on what each customer actually asks for Iterated on key user flows before shipping rather than after
04 The Results.
The new unified site went live with measurable engagement and uptime gains right out of the gate.