BRAND SYSTEM · ROOFSTOCK
Four brands, one company, one designer.
Roofstock acquired Stessa and RentPrep, then merged with Mynd — ending up with four visual languages and nothing holding them together. I built the system that does.
ROLE
Sole designer, brand direction
SCOPE
Architecture, identity, templates
BRANDS
Roofstock, Mynd, Stessa, RentPrep
CHANNELS
Email, social, events, sales, print
01 — THE BRIEF
A portfolio assembled by deal flow, not by design.
Roofstock built this portfolio through a string of acquisitions over several years. Each brand had its own visual language, built independently, with nothing shared. As the only designer on the marketing team, I was asked to bring order to it — an identity that could flex across four brands without erasing what made each one distinct.
02 — THE CONSTRAINTS
One designer, four brands
Every marketing channel, no room to hand off pieces of the problem.
A bridge, not an end state
Interim system until the company can fund one branded house. Its job now: make it obvious the brands work together.
Real equity already existed
Not a repaint — an architecture decision. How much do these brands share, and where do they stay separate?
THE APPROACH
A hybrid, endorsed model — sub-brands keep their identity and carry a visible link to Roofstock.
Shared visual system
Roofstock’s fonts across all four brands, plus a limited shared palette — with one signature color carried over from each brand’s original identity.
One logo pattern
Each brand’s logomark knocked out of a circle in its signature color, with a wordmark in the shared typeface — mirroring Roofstock’s own construction.
Rules and templates
Guidelines and lockup rules, plus templates for email, social, sales collateral, events, and long-form content
The Family
Three tiers, one construction. Every mark is built the same way, so the relationships read before anyone reads a word.
SIGNATURE BRANDS
SIGNATURE SERVICES
BRANDED TECHNOLOGY
ONE CONSTRUCTION, FOUR MARKS
A single solid disc — flat fill, no gradient, no outline, no drop shadow.
One fill color per brand — the brand supplies the color, the circle stays the same.
Glyph knocked out in white — one shape, one weight, nothing else inside the disc.
04 — THE OUTCOME
It makes a portfolio built through scattered acquisitions actually feel like one company — and it’s still the operating brand framework at Roofstock today
Live on Roofstock.com, RentPrep.com, and Stessa’s email program
Pitch decks and sales collateral company-wide
Built and run end to end by one person
The Work
Once the system existed, I was the one producing against it — every channel, every asset:
20 page report on Housing America
Conference Materials
