Flores & Foley

The Client

Flores & Foley Roofing is a Wilmington-based company with over 25 years of experience delivering premium roofing and sheet metal solutions across Southeastern North Carolina. Known for their craftsmanship, deep industry knowledge, and personal touch, Flores & Foley serves a diverse client base including homeowners, builders, developers, property managers, HOAs, and realtors. Their expertise spans everything from new construction to complex roof replacements, maintenance, waterproofing, custom fabrication, and FORTIFIED roofing systems.

The Challenge

Flores & Foley approached Tayloe/Gray for a comprehensive brand and website refresh. While the company had an excellent reputation and decades of experience, its previous website lacked the structure, modern functionality, and SEO optimization needed to support continued growth. The challenge was twofold: elevate the brand without losing its established identity, and create a site architecture that clearly speaks to different audiences while showcasing technical roofing expertise, system details, and a wide range of service offerings.

The Results

Tayloe/Gray delivered a full brand refresh and an entirely new website experience for Flores & Foley Roofing. We refined the existing logo and introduced new brand messaging, supported by a modern style guide. The site now features dedicated pages for each service, roofing system, and client type, allowing users to quickly find relevant information based on their needs. We collaborated closely with the client to ensure accuracy in all roofing content—including specific product brands, color collections, and technical specifications. Custom page titles and meta descriptions were provided throughout to support future SEO performance.

Explore our work at https://floresandfoley.com.

Client Snapshot

Custom Web Development

Brand Strategy & Development

Brand Identity & Visuals

Photography

Public Relations

Marketing Blueprint

Branding

Tayloe/Gray led a thoughtful brand refresh for Flores & Foley, evolving their identity to better reflect their scale, precision, and legacy. We updated the logo while maintaining familiarity, introduced new mission, vision, values, and created brand voice guidelines that balanced professionalism with approachability. This refresh positioned Flores & Foley as both a trusted expert and a friendly partner to clients across the region.

Design

The new website is designed for clarity and confidence. Every roofing service is represented through consistent, benefit-driven page layouts, featuring process explanations, visual galleries, and strong calls to action. Individual system pages for shingle, metal, low slope, shake, tile & slate, FORTIFIED, and rooftop pavers provide detailed specs and color variations. Pages for homeowners, builders, HOAs, and realtors offer tailored content, while integrated referral forms, estimate requests, and submission portals streamline conversions.

Technology

Our development team built a responsive website with intuitive navigation and scalable backend functionality. Technical SEO best practices were applied across every page, including metadata, structure, and local schema. The site is ready to grow alongside Flores & Foley’s future goals, supporting content expansion, regional SEO, and marketing campaign integrations. Collaborating closely with the Flores & Foley team, we ensured every roofing system and brand was accurately represented—down to the color palette and manufacturer links.