Case study 01 · Roofing · Fort Worth, TX · fictional business
Overcast Roofing Co.
A roofer's site that reads like a weather chart laid over a roof.
The brief
A fictional, family-owned Fort Worth roofer. Tarrant County has had 126 severe hail days since 2000; the site has to earn trust in the hour after a storm.
The idea
The sky is the interface; the roof is the subject. Every interaction answers the question a homeowner actually has after hail: what's on top of me, and is it still doing its job?
The idea comes before a single pixel. It decides the type, the colour, the motion, and what the 404 page does.
What it does
A live Fort Worth sky
A WebGL shader that follows the real sun over Fort Worth: night, twilight, golden hour, day. Scrolling builds the storm.
The roof, in install order
A 3D specimen built from ~1,700 individual shingle tabs, drawn only when you scroll, so an idle page costs nothing.
The hail test
National Weather Service hail sizes against four roof types, with typical outcomes labelled as a guide.
Storm mode
One switch puts the four after-storm steps at the top of every page.
Texas law, in plain words
Deductibles, public adjusters, impact-resistant discounts, with the state's own sources linked.
Marked up
On a phone, where most visitors are
The details that matter.
- A 30-second estimate that shows its arithmetic and its source.
- Insurance copy written to Texas rules: documentation, never negotiation.
- Every page works without JavaScript, and without motion.
Concept site for a fictional business. No real company, photos or reviews were used.