Creating a year worth sharing with Roofr Wrapped
A playful, brand-led in-app experience turning product usage into a story of wins.
ROLES & RESPONSIBILITIES
Designer
DELIVERABLES
Campaign branding
In-app experience
Web design
Social promos
CHALLENGE
Roofr Wrapped was the company’s first brand-led in-app experience. The challenge was to transform product data into a memorable, highly engaging narrative — one that delighted users, encouraged sharing, and sparked curiosity around feature usage, all while pushing creative boundaries within technical constraints.
SOLUTION
We designed a bold, scroll-based in-app experience that grouped user stats into themed moments that combined playful storytelling, shareable visuals, and dynamic motion. Where individual stats fell short, we highlighted Roofr-wide insights to reinforce the potential of key features and keep the experience exciting for every user.
IN-APP EXPERIENCE
Designed to engage, not just inform
The experience unfolds as a narrative, with stats organized by theme and brought to life through playful puns, motion, and an imperfect collage-style visual system. Gritty cutouts and layered parallax add energy and surprise, while shareable stat cards work seamlessly across desktop and mobile.
BRAND X PRODUCT COLLABORATION
Where brand and growth met
Led by the brand team in close collaboration with growth, the project began with blue-sky exploration. We pushed for expressive motion, parallax, and interaction, then worked together to balance ambition with feasibility ensuring the final experience felt special without compromising performance.
MARKETING LANDING PAGE
Driving curiosity... and a little FOMO
A playful marketing landing page encouraged users to check out their Wrapped, framing the experience as something you don’t want to miss and reinforcing the value of being an active Roofr user.
SOCIALS
Built to spark sharing
Social assets promoted Roofr Wrapped with the campaign's bold visuals and playful messaging — designed to spark curiosity, drive traffic in-app, and encourage sharing.
RESULTS
Engagement, (almost) wrapped
Quantitative results coming soon — once the experience wraps.
Best-received Wrapped experience to date (internal feedback).
Strong collaboration across brand, growth, product, and content.
Successful example of brand-led storytelling within the product.
High-standard reusable foundation set for future Wrapped campaigns.