Snowball Advisors is a B2B consultancy that supports roofing and restoration contractors with insurance supplementals. I partnered directly with the CEO and VP to lead the company through a full branding process — from naming and brand strategy to visual identity and website content development.
The goal was to create a brand that felt both memorable and elevated. The name, “Snowball Advisors,” evokes momentum and growth — a nod to the snowball effect clients experience when partnering with the firm (“more time, more money, more opportunities”). Visually and verbally, the brand needed to strike a balance between approachability and authority — delivering a clean, confident identity that positions the firm alongside top-tier consultancies. I collaborated with a developer to bring the new brand to life online, writing all content and providing creative direction for the site experience.
The Logo
The Snowball Effect
Snowball helps roofing and restoration contractors increase ticket size and profitability on all insurance-approved projects. We chose Snowball as the name because it was memorable and unique and had the potential to engage prospects on cold calls naturally. It also speaks to the idea of the Snowball effect, which is the brand promise that when you partner with Snowball Advisors, you’ll have “more time, more money, more resources, and more opportunities.” Inspired by the human feel and esteem of the McKinsey brand, I used a modern and warm serif for the logotype and incorporated the logomark into the word Snowball to communicate the story of the Snowball effect.
The Snowball
Tells the Snowball Effect story
Modern & Warm Serif Typeface
Conveys a sense of prestige and respectability while also feeling human & trustworthy
The Leader in Insurance Supplementals
BRAND STYLE GUIDE
TYPOGRAPHY & COLORS
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The Website
I worked with a developer to design the website to be clean, clear, modern, and user-friendly. I wanted anyone who landed on the site to feel confident in choosing Snowball for all things supplemental. I wanted the imagery to reflect their target audience of contractors– looking happy and successful. We also seeded the pages with multiple, content-specific CTA’s to support their sales funnel.
