The Problem
Kore Roofing had the volume and the track record, but nothing that separated it from the next truck on the block. Licensed, bonded, insured, family-owned: every roofer in the category leads with the same four claims, and Kore's brand was built on those same four claims. No visual standard, no consistent voice, no language that gave a homeowner a reason to pick Kore over the competitor parked one driveway over.
The Insight
The roofing industry's reputation problem is universal: no callbacks, no updates, no accountability after the sale. Kore's real differentiator wasn't a better roof. It was behavior — showing up, communicating, following through — in a category where almost nobody does. That insight became the foundation for everything that followed.
What we did
The first work was market research, stakeholder interviews, competitive positioning, brand archetype, and a messaging system built on proof instead of promises. That foundation now drives every customer-facing decision Kore makes, from how a sales rep opens a conversation to how the company shows up in a Google search. Built out the marketing and advertising direction across channels, and led the brand strategy for Kore's expansion into a multi-division company, including positioning, naming, and identity for the new insurance restoration division.
The work now extends into the systems running underneath the brand: CRM automations for SMS and email campaigns, with dedicated landing pages for seasonal and event-driven promotions in development next. And because strategy without execution is just a deck, Second Empire also designs the day-to-day: ads, signage, yard signs, sales collateral, and the internal documents and scripts the team uses to run on the brand strategy that started it all.
The Result
Kore now operates with a brand standard that didn't exist before: a consistent identity, a documented voice, and a messaging system built on what the company actually does, not what every competitor already claims. That system extended cleanly to a brand-new insurance restoration division, named, positioned, and branded from a standing start.
The work started as brand strategy. It's grown into the company's full brand and communications function — covering identity, marketing, advertising, and the systems running underneath all of it. Kore's leadership reports that sales are climbing alongside the new brand and systems. The numbers aren't public yet, but the trend is one Kore tells us about directly.
Recognition
An active, ongoing engagement. Second Empire is embedded as Kore's Head of Brand, now extending that role across all three companies in the portfolio.