Bobby Hernandez - BH Roofing - Case Study
Bobby Hernandez is a professional roofer who operates locally in the San Antonio area and has seen significant expansion and growth in the time I have worked with him. His brand has become synonymous with quality and customer care, and this was exactly what he wanted to convey with an upgrade to his brand identity when he approached me. Initially, Bobby simply wanted to reboot his existing company logo. His big vision was of himself as a luchador-inspired superhero, potentially bearing a shield to represent protecting the roofs – and thereby the homes – of his clients.
As counterintuitive as it may seem, my honest response was that the logo Bobby had – a very modern and clean graphic around his initials with vague shape suggestions of roof lines and textures – did not need upgrading in and of itself. Instead, I could build Bobby’s hero character using the colors and pattern ideas present in the logo he already had. This would allow Bobby to continue using the marketing and brand materials he had already paid for while carrying these elements into something new and exciting.
Bobby was game and very engaged in our active dialogue all the way through my process of sketching concepts and trying out different versions of various costume elements.The shield was a big non-negotiable focus of Bobby’s vision, and it occured to me that Bobby’s existing logo fit very well into a classic medieval knight shield shape. Once I was able to sketch it out and present it to Bobby, he was on-board.
Since completing the initial design, the use of Bobby’s “Roof Hero” has only grown, and he periodically revisits the character with me for holiday-themed upgrades and new marketing images to spread the branding magic. The Roof Hero is even showing up on trucks now!
Art Pinups
Hand-drawn and colored digital art prints created in direct collaboration with the client. Sketches are provided free of charge to ensure concept cohesion.
Pricing:
- $180 per pinup for single character/basic gradient background in full color.
- $120 per pinup for black-and-white/line art only.
- Additional charges:
- Complexity (detailed background, additional characters): Quoted at the time of order.
- Rush jobs (deadlines within 10 days): $30 surcharge per pinup.
- Discounts:
- $15 off per pinup for orders of two.
- $20 off per pinup for orders of three or more.
- Payment: 50% upfront and 50% after proof of completion.
Comic Book Pages
- Hand-drawn and colored digital comic book pages created in direct collaboration with the client. Sketches/page thumbnails are provided free of charge to ensure concept cohesion.
- Pricing:
- $250 per page for 4–6 panel pages in full render/color.
- $200 per page for black-and-white/line art only.
- Additional charges:
- Complexity (additional panels/complex designs): Quoted at the time of order.
- Rush jobs (deadlines within three weeks): $50 surcharge per page.
- Script development/writing assistance: $30 per page.
- Discounts:
- $15 off per page for orders of two.
- $20 off per page for orders of three or more.
- Payment: 50% upfront and 50% after proof of completion.
Business Logos
- Description: Customized digital text files and/or graphic logos created in collaboration with the client. Sketches are provided free of charge to ensure concept cohesion.
- Pricing:
- $140 per logo for simple shape/text logo with basic colors.
- Additional charges:
- Complexity: Quoted at the time of order.
- Rush jobs (deadlines within 10 days): $20 surcharge per logo.
- Discounts:
- $15 off per logo for orders of two.
- $20 off per logo for orders of three or more.
- Payment: 50% upfront and 50% after proof of completion.
Business Marketing Packages
- Description: Customized digital logos, graphics, and visual marketing elements designed collaboratively based on a rollout plan.
- Pricing: Fully customized based on the elements requested; quoted at the time of order.