HomeFlash Brand, Website, Marketing & Video

HomeFlash was founded in Calgary, Alberta in 2015 with a commitment to designing, manufacturing, and installing a durable sill pan flashing system, which is used to protect window frames and the underlying structure from water damage, as well as maintain the energy efficiency of window installations. They also specialize in new home warranty service, remediation, investigations, and repairs, and have proven success in the building envelope industry.

HomeFlash needed to communicate the value and risk-reduction benefits of its sill pan flashing system to builders and contractors working on new construction.

I led HomeFlash's creative work from the 2015 rebrand through a multi-year brand and marketing engagement. The original scope included a website overhaul, business cards, letterhead, a product brochure, an outdoor banner, four print ads, trade-show booth design, and product photography. I refined the visual identity around a green color direction and carried it into digital and print materials.

As the product range and sales needs evolved, I developed brochures, installation cards, technical handouts, FAQ cards, presentation folders, sales packages, labels, ads, banners, and trade-show creative. My work included final artwork preparation, print-production coordination, and delivery-ready collateral for sales and education needs.

My website work included homepage concepts, redesign, content architecture, technical product education, video integration, UX and SEO updates, and ongoing maintenance. A major 2019 refresh launched on April 15. The project scope also included planning an eCommerce portal for up to five product SKUs.

I developed video concepts, scripts, production strategy, photography, animation concepts, and digital creative to make technical construction information easier to understand. The concepts covered installation, technical and CAD explanations, comparisons, testimonials, cost savings, multi-family construction, and product visualization.

The B2B program extended into Facebook advertising, LinkedIn prospecting, industry publications, KPI reporting, and trade-show materials. Marketing evolved from Calgary builders toward Toronto and Ontario, multi-family builders, architects, engineers, window manufacturers, and distributors; Lunch & Learn events were part of the strategy.

The refreshed website launched on April 15, 2019. That year, I completed the video production, website refresh, and marketing collateral.

From June 15 to December 15, 2020, the organic social program published 50 posts and recorded 17 comments, 47 shares, and 188 reactions. The same period brought 4 new Facebook followers and 12 new LinkedIn followers.