This Artemis Roofing case study shows how launching a specialized division from an established company can seem simple on paper, but quickly become complex. You need to leverage everything the parent company has built while still giving the new division room to stand on its own.
That’s exactly where Artemis was when they reached out. They were in the middle of rebranding from Luxury Builders & Remodels to Artemis Building Co., and wanted to take a smarter approach with their roofing capabilities. Instead of burying roofing services deep within the main website, they chose to launch Artemis Roofing as a dedicated division with its own clear identity.
I loved this challenge: creating a brand and website that could operate independently while staying connected to everything Artemis Building Co. represents. The goal was to market to both residential homeowners and commercial property managers, qualify referral traffic, and generate organic leads at the same time.
Let me show you how we made it happen in this Artemis Roofing case study.
The Challenge: Building Something New During a Rebrand
Artemis Building Co. has a story I really respect. Ricardo started Luxury Construction back in 2018, bringing his craftsmanship to the Monterey Peninsula. In 2021, he partnered with his brother Manuel to form Luxury Builders & Remodels, and they expanded across the entire Bay Area.
Now they were rebranding to Artemis Building Co., and they saw an opportunity I think a lot of contractors miss. They hold a C-39 roofing contractor license, which most general contractors don’t have. Instead of treating roofing as just another line item in their services, they wanted to give it the attention it deserved.
Smart move.
Two Brands, One Philosophy
Here’s the thing. Artemis Building Co. does a lot. Kitchen and bathroom remodels, new home construction, ADUs, hardscaping, electrical work, painting. When you offer that much, it’s hard to speak to any one audience effectively.
Artemis Roofing needed its own voice. Its own space. But it also needed to stay connected to the parent company because that connection is valuable.
The Artemis name carries meaning that I genuinely love. The bow and arrow represent precision and craftsmanship. The huntress embodies discipline and resilience. The moon signifies clarity and transparency. The deer reflects their commitment to sustainable building.
That philosophy needed to work for both brands while letting Artemis Roofing talk specifically to people who need roofing work.
Building a Brand That Feels Right
We developed the Artemis Roofing logo to work two ways. Standalone, it needed to feel like a legitimate roofing company. But it also needed to clearly belong to the Artemis family.
The goal was conveying precision and power without being aggressive or intimidating. We wanted something that property managers would take seriously and homeowners would feel comfortable with.
The final mark has clean, precise lines with a grounded presence. Professional but approachable. Strong but not harsh.
Making Two Brands Feel Connected
We created a visual system that shares DNA between both brands. Same color palette and typography. Same design language. But distinct enough that you immediately know which site you’re on.
When someone lands on Artemis Roofing, they get it. This is a roofing specialist. But they can also see it’s backed by something bigger, which builds confidence.
A Website That Does Real Work
Here’s something I’ve learned working with contractors. A lot of roofing business comes through referrals. Someone recommends you to their client or their friend or their property manager.
But even with a referral, people still check your website. They’re looking for legitimacy, proof of capability, and reassurance before deciding to move forward.
Your website is doing the work even when you’re not in the room.
Built for Two Goals
We built the Artemis Roofing site with clear priorities. First, it needed to work as a qualification tool. When someone gets referred to Artemis Roofing, the website should close the deal, not create doubt.
Second, it needed to generate organic leads through search. Not everyone comes through referrals. Some people are searching for roofing companies in Oakland or Concord or wherever they live.
The site communicates services clearly: new installations, replacements, repairs, commercial work. Each service got real detail about their approach and what makes them different.
Local Pages That Actually Matter
We built location specific pages for Bay Area markets where Artemis wants to grow. Not generic “we serve this city” pages that say nothing. Real content addressing each market.
This helps with search visibility and shows they understand different communities across the Bay Area.
Portfolio That Grows With Them
Even though Artemis Roofing was launching as a focused division, we could showcase roofing work they’d completed as part of broader construction projects. We built the structure so they can keep adding projects as they complete more dedicated roofing work.
Each showcase includes photos, challenges they solved, project details. The kind of stuff that helps potential clients see what Artemis Roofing can do.
The Competitive Edge Most Roofers Don’t Have
Most roofing companies just do roofing. Artemis Roofing brings something different to every job.
Multiple Licenses Change Everything
Artemis Building Co. holds four licenses: B (General Building), C-39 (Roofing), C-10 (Electrical), and C-33 (Painting). That gives Artemis Roofing flexibility most roofing contractors can’t match.
Need electrical work during a roof replacement? They handle it. Need painting after? Same team. Need structural work? They’ve got the license and expertise.
We made this advantage clear throughout the website. Not just listing licenses like credentials, but explaining what it actually means for customers. Fewer delays. Better coordination. One point of contact. Better outcomes.
More Than Just Technical Skills
The Artemis philosophy around sustainability and craftsmanship isn’t marketing fluff. It’s how they actually work. The website communicates their commitment to responsible building, attention to detail, transparent communication, and environmental respect.
Bay Area customers care about this stuff. We made sure the website spoke to those values authentically.
Built to Generate Leads From Day One
We didn’t treat SEO as an afterthought. From the beginning, we built the site around keyword research for Bay Area roofing services, optimized content structure, local targeting, and proper technical setup.
This means Artemis Roofing can grow their search visibility over time without rebuilding everything. As they add projects and content, the site gets stronger.
Every page guides people toward action. Request a quote. Schedule a consultation. Call. The conversion paths are obvious and easy.
We also set up tracking so they can see what’s working. Which pages convert. Which locations get interest. Where people come from before they reach out.
Results and What’s Next
The Artemis Roofing website launched ready to work. It’s helping them close referral business by giving everyone involved confidence in their capabilities. The site clearly shows their expertise, their advantages, and their connection to Artemis Building Co.
As we continue their marketing program, lead generation will grow and their brand reach will expand across the Bay Area. The foundation is solid. Now we’re building momentum.
Solving the Two Brand Puzzle
The trickiest part was marketing a specialized division while keeping it connected to the parent company. Different enough to stand alone. Connected enough to leverage existing credibility.
We solved it by creating visual and strategic separation with philosophical alignment. Visit Artemis Roofing and you immediately know you’re looking at a roofing specialist. But you also see it’s backed by a licensed general contractor with decades of combined experience and capabilities most roofers don’t have.
Ready to launch a division or build a specialized brand within your company?Let’s talk about creating a strategic foundation that actually works.
