Advocate Construction

Market Research/Competitive Analysis
Audience Modeling
Brand Strategy
Marketing Strategy
Media Planning
SEO & SEM
Go-to-Market Strategy
Social Media & Content Strategy

For over a decade, Advocate Construction has been a trusted leader in residential and commercial renovation, delivering high-quality roofing, siding, gutter, and exterior services to a growing customer base nationwide.

Grounded in integrity, craftsmanship, and hyper-local service, Advocate built its reputation through a primarily door-to-door, insurance-driven model. As the company matured, it faced a significant opportunity to capture more direct-to-consumer opportunities and unlock large-scale growth through a modern marketing engine, an elevated brand, and new referral pipelines. Quartermaster partnered with Advocate to assess its brand positioning, sales strategy, and marketing ecosystem, developing actionable recommendations to build an industry-leading D2C growth engine.

The Challenge

As Advocate prepared for its next stage of growth, it became clear that the brand and marketing ecosystem needed to evolve to match the company’s expanding ambitions. While Advocate had strong construction expertise and a loyal customer base, its marketing foundation was underdeveloped relative to competitors. The brand identity needed some refinement, the website and messaging were not yet optimized for consumer conversion, and its social media focused more on internal culture than customer-facing content. The company had also not yet invested in a formal marketing team, paid media, SEO, or inbound sales automation, creating room to build a more scalable, data-driven growth engine.

To fully capitalize on new D2C and referral opportunities, Advocate needed a cohesive brand system, a more strategic marketing and paid media infrastructure, and a scalable approach to lead generation that could support long-term success.

Research & Insights

Quartermaster conducted a full competitive and brand analysis, identifying where Advocate excelled, where it blended in, and where meaningful differentiation existed.

We mapped industry saturation points, emerging consumer expectations, and white-space opportunities for messaging, visual identity, digital presence, and customer engagement. Research also revealed substantial gaps in SEO, content strategy, paid media, and lead attribution, each limiting Advocate’s ability to scale. We assessed marketing, brand identity, tone of voice, and positioning assets to diagnose inconsistencies and opportunities for modernization.

Finally, we evaluated high-potential referral audiences and uncovered a strong market opportunity to grow through strategic relationships with real estate and home service professionals.

The Solution: A Multi-Phased, Actionable Roadmap

Quartermaster delivered a comprehensive, phased roadmap designed to transform Advocate into a best-in-class D2C organization. We began with brand and communications tune-ups to polish the visual identity, refine messaging, reskin key marketing materials, and elevate brand destinations for stronger conversion. From there, we built the backbone of a modern inbound sales infrastructure, defining workflows, email and SMS automations, lead routing protocols, and KPI expectations needed for operational excellence.

We developed Advocate’s SEO strategy through recommendations for on-site optimization, metadata restructuring, content pillar development, and backlinking opportunities. On the paid media front, we designed a full-funnel D2C model spanning Google Ads, Local Service Ads, Meta Ads, geotargeting, and retargeting, complete with testing timelines, KPI targets, CAC benchmarks, and a roadmap for efficient scaling. We also reinvented the insurance-driven winback strategy with new landing pages, geo-targeted creative, paid tactics, and automated workflows to amplify door-to-door efforts.

At the organizational level, we created staffing models, job descriptions, salary benchmarks, and a phased hiring plan, laying the foundation for an enterprise-level marketing team capable of owning D2C operations at scale.

Outcome & Conclusion

With a clear strategic roadmap in place, Advocate is now entering Phase 1 of implementation, a foundational stage in which Quartermaster will modernize the brand identity, refine existing marketing materials, strengthen the marketing infrastructure, optimize inbound sales processes through HubSpot automation, establish a robust SEO foundation, build the systems required for scalable D2C growth, and launch an insurance winback strategy to capture low-hanging opportunities. Together, these initiatives will create a customer journey that is streamlined, trackable, and conversion-ready while amplifying the effectiveness of Advocate’s existing door-to-door efforts.

We will also be supporting the hiring process for Advocate’s first key internal hire: a Senior Marketing Specialist whom Quartermaster will train across HubSpot, SEO, social media, and reporting to ensure consistent execution across channels. As these components come online, Advocate will gain faster lead response times, stronger conversion rates, increased organic visibility, and a more polished, consumer-focused brand presence – essential milestones that prepare the company for Phase 2 and the scaling of paid media initiatives.

By building this foundation, Quartermaster is equipping Advocate with a revenue-generating engine capable of supporting long-term D2C expansion and positioning the company for sustained, enterprise-level growth.

Amazon Web Services

Brand development for two AWS sub-programs within their global identity system.

Client

Amazon Web Services

Agency

SuperFly

Our Role

Brand Development
Brand Expression
Merchandise Design
Advertising Creative
Digital Design

AWS engaged Quartermaster to develop two distinct sub-brands that could flex within their global identity system while still feeling fresh and differentiated. Using AWS’s fonts, palette, and iconography as a foundation, we expanded the visual language and expressed it across a full suite of assets – PowerPoint templates, social content, animations, event materials, merchandise, and more.

Generative AI Accelerator

For the Generative AI Accelerator, they requested a space-inspired identity that mirrored the program’s bold vision: supporting 80 of the world’s top generative AI startups with mentorship, technology, and investor access. Soft gradients, surreal dreamscapes, and a portal motif evoke exploration, imagination, and the blending of natural and technological worlds.

Impact Bootcamp

For Impact Bootcamps, we built a warmer, human-centered identity that reflects AWS’s commitment to empowering underrepresented founders. Friendly forms and collaborative imagery underscore connection, mentorship, and momentum, capturing the collective energy of founders building something greater together.

Together, these sub-brands embody AWS’s dual focus on future-forward innovation and inclusive growth.

Vergola

Brand development and strategy for a global leader in automated louver technology.

Client

Vergola

Our Role

Brand Transition
Marketing Strategy
Social Media
Advertising Creative
Media Buying

Vergola, the largest Automated Louver company in Australia, had recently opened its first U.S. office in Los Angeles. To appeal to a new, uniquely affluent American audience, they were looking to evolve Vergola’s brand positioning and ID. Quartermaster conducted extensive market research, which informed a new series of advertising designed to capture the attention of California luxury home owners.

With new positioning in place, Quartermaster took over the company’s media buying and communication efforts, isolating new targets across digital and print, while supporting social media with refreshed creative and messaging.

A magazine opened and folded over to a Vergola advertisement showing the product outdoors on a sunny day, titled ‘Outdoor Living, Redefined’.

The front and back side of a Vergola brochure titled ‘Outdoor Living, Redefined; Automated & Adjustable Roofing System.

Three example social media posts made for Vergola including a testimony from a client, and two others with beautiful images of the product and a headline.

A magazine opened and folded over to a Vergola advertisement showing the product outdoors at dusk overlooking the ocean, titled ‘Outdoor Living, Always in Season’.

Social media infographic post titled ‘Why Vergola’, with graphic yellow icons representing each of 6 reasons to choose this product, and an image of the product installed in a home.

Metabolé

Brand creation for an industry-leading food science innovation community.

Client

Metabolé

Our Role

Naming
Brand creation
Collateral Design

Metabolé is an organization that brings together business and academic leaders from the worlds of biotechnology and food science to tackle issues impacting the global food chain, particularly in impoverished and third world countries. Quartermaster worked closely with the organization on the creation of both its name and its flagship brand ID. The visual system and positioning we established has served as the foundation for all ongoing communications and event materials.

Place setting with silver charger and silverware, with a maroon vertically rectangular dinner menu placed on top that lists the Starters and Dinner options.

Display of various Metabolé branded stationery, including a letterhead, envelope, and business cards.

Barnstorm Foundry

Brand design and marketing strategy for this food science innovator.

Client

Barnstrom Foundry

Our Role

Brand design
Website Design

Barnstorm Foundry collaborates with entrepreneurs and leading scientific and domain experts to launch new businesses that deliver first-in-class health benefits to consumers through foods, beverages, and consumer health offerings. They approached Quartermaster to help create a brand ID that would separate the company from competitors while reflecting their forward-thinking approach.

We accomplished this through an extensive industry analysis, which allowed us to uncover areas of market saturation and unique opportunities within the space. The result is an ID system built around the concept of innovation. The logo features a three-blade propeller, each representing one of the company’s three partners, and how they work together to propel change towards a more sustainable food system.

A white canvas tote bag with the Barnstorm icon very large on the front and the logotype in the top left corner.

A set of stationery with the Barnstorm branding including a letterhead, envelope, and business card.

Several pages of the Barnstorm Foundry website shown on various device sizes including mobile, desktop, and a tablet.

SUMO

Brand design and marketing strategy for this global, multi-asset trading firm.

Client

Sumo

Our Role

Brand design
Environmental Design
Marketing Strategy
Emerging Market
Research
Social Media Management
SEO

Sumo provides a home for professional traders looking for access to clearing, access to capital and administrative and compliance support. They approached Quartermaster to help them create a brand ID that would connect with new and existing clients while also showcasing their “partnership first” approach.

We started by creating a set of brand guidelines that included a new logo, word mark and color palette with use-case examples for each. The visual ID is rooted around the concept of growth, with an illustration style that resembles that of a banknote highlighted through throwback black and white drawings of trees and plants. The new “S” logo in particular was designed to portray a message of interconnectedness between partners and trader peers alike.

Since then, Quartermaster has continued to support Sumo with a full range of marketing services, including Marketing Strategy, Emerging Market Research, Social Media Management, SEO, and Brand Development for other companies they have invested in or are developing.

Several examples of the SUMO stationery set including letterhead, business cards, envelopes, and pencils, sitting on wooden blocks.

Multiple views of a book showing pages from the SUMO Opportunities Fund deck.

Multiple personal digital devices showing different pages from the SUMO website.

CASTL

Helping brands prepare for modern day battle.

Client

CASTL/SUMO Capital

Our Role

Marketing Strategy
Brand Design 
Merch Design 
Website Design

CASTL is a strategic consulting firm that offers collectible and asset ownership solutions for brands, including direct-to-consumer marketplaces, fractional ownership systems and ancillary NFT benefits. Prior to launch, the company approached Quartermaster to help create a brand identity designed to speak to and engage the world’s biggest brands, as well as existing clients including Gibson and Real Madrid.

Our team created a brand that naturally reflects the concept of fractionality while highlighting the company’s diversity of assets and partnerships. The CASTL mark is represented by a rampart, featuring a brick-style pattern that both denotes strength and stability while also forming containers used to highlight partnerships and support imagery. The ID system also includes subtle references to the digital underpinnings of the blockchain, which serves as the foundation of the company’s ownership and ledger.

The front and back side of a business card design in CASTL branding

Four posters representing the company’s four main sectors, showing on each: a Nike shoe, a gold watch, a monkey wearing yellow headphones, and a reddish orange guitar

A digital display designed with CASTL branding showing various stock exchange updates

Case Study | Cornucopian Capital

Cornucopian Capital

Market research
Competitive analysis
Brand design
Website design & development
Collateral design & production
Environmental design

We were approached by Cornucopian Capital, an investment firm specializing in the intersection of food science and human biology, to create the firm’s first brand identity. Cornucopian Capital’s mission is to foster global health advancements by investing in consumer packaged goods (CPG) companies dedicated to improving the world’s food systems.

The Challenge

Early Concepts:

Cornucopian Capital faced a significant branding challenge within the competitive landscape of investment firms focused on health and sustainability. The company needed a brand identity that separated them from the prevalent use of green color schemes and repetitive seedling imagery amongst their competitors, but also a visual system that encapsulated their deep commitment to advancing human health through revolutionary food science.

The Solution: The Colors of Humanity

To carve a unique path in a crowded market, we focused on colors and imagery that evoked humanity and the personal impact of Cornucopian Capital’s investments. We selected a color palette that reflects the various facets of human life and health. The palette consists of warm, rich, and vibrant tones, suggesting diversity and vitality. These colors stand in stark contrast to the typical green tones and plant imagery used by competitors, positioning Cornucopian Capital as a firm truly focused on the end user.

Inspiration

A major breakthrough in this project came from the concept of natural parallels — a visual strategy that draws insightful connections between human biology and food structures.   

We developed a series of striking visual parallels that included:

Extreme close-ups of human skin and honeycombs next to each other, on a half pink, half coral background.

Honeycomb and Human Skin

A close-up of a honeycomb was paired with a similar pattern found on the surface of human skin, emphasizing the intricate systems that operate both within us and in the food we consume.

Extreme close-ups of peach fuzz and human skin with goosebumps and tiny hairs sticking out

Peach Fuzz and Human Hair

A detailed image of the fine hairs on a peach mirrored against an image of human skin hairs standing on end, highlighting sensory responses and textural similarities.

Extreme close-up of a blue human eyeball with hazel center and small pupil, and a blue and yellow nebula in space

Eye and Galaxy

A close-up of the human eye was juxtaposed with an image resembling a far-off galaxy, suggesting the vast potential and complexity of human vision and perception, akin to the exploratory nature of Cornucopian Capital’s investments.

Outcome & Conclusion

The rebranding initiative was met with enthusiastic approval from Cornucopian Capital and its stakeholders. The innovative use of imagery and color not only distinguished Cornucopian Capital from its peers but also deeply resonated with their target audience, drawing clear lines between their investment focus and the universal principles of biology and interconnectedness.

This strategic overhaul resulted in a measurable increase in brand recognition and engagement from potential partners and investors. The visual strategy enhanced the firm’s narrative, allowing it to communicate its unique philosophy and investment approach clearly and effectively.

In conclusion, Quartermaster’s branding solution for Cornucopian Capital illustrates the power of thoughtful design and strategic positioning in distinguishing a brand in a heavily saturated market. This case study underscores our commitment to delivering impactful and meaningful branding that not only captures the essence of our clients’ missions but also drives their business forward.

Case Study | Starlyng

Starlyng

Market research
Competitive analysis
Naming
Brand design
Website design & development
Collateral design & production

Starlyng is an innovative company at the forefront of Drone Defense technology, specializing in safeguarding commercial real estate, factories, industrial complexes, and large-scale event venues from unauthorized drone entry and interference. As one of a small group of pioneers in their field, Starlyng needed a brand that would not only distinguish it from competitors but also encapsulate its unique value proposition.

The Challenge

Early Concepts:

The primary challenge was to create a name and brand identity that steered clear of the heavily saturated military-inspired branding common in the drone defense industry. The goal was to establish a distinctive presence that communicated effectiveness and innovation without resorting to the clichéd motifs of shields, and the typical blue and gray color palettes. Furthermore, the business’ name needed to reflect the company’s consumer and commercial enterprise focus vs. many of their competitor’s military applications.

Solution: Look to Nature

Our creative journey began with an in-depth exploration of macro themes, leading us to nature, and more specifically, the Starling—a small bird renowned for its captivating murmuration patterns and its unique diet of insects, specifically, bees. This natural phenomenon of coordination, strategy, and sustenance provided a perfect metaphor for the company’s Drone Defense technology. The bird’s ability to move in harmony and its means of sustenance paralleled the proactive and coordinated defense mechanisms against drone threats.

The naming process inevitably resulted in a slight modification of its inspiration – “Starlyng.” This name not only pays homage to the eponymous bird, but also encapsulates the essence of the animal’s agility, coordination, and protection, positioning Starlyng naturally as a leader in its field.

Inspiration

In developing Starlyng’s brand identity, we consciously decided to break away from the industry’s norm of military references. Instead, we chose a vibrant high-contrast yellow and black, symbolizing caution and vigilance, essential attributes of the technology. This choice of color also served to differentiate Starlyng in the market, making the brand visually distinct and uniquely memorable.

The use of yellow also implies a sense of innovation, alertness, and safety. The identity extends across all touchpoints, creating a cohesive and impactful presence that stands out in a crowded marketplace.

Outcome & Conclusion

Starlyng’s brand creation has been instrumental in positioning the company as a trailblazer in the drone defense industry. The thoughtful naming and distinctive visual identity have effectively resonated with the target market, setting Starlyng apart from competitors and establishing a strong foundation for recognition and growth.

The Starlyng project exemplifies Quartermaster’s ability to think outside the conventional branding norms of an industry, creating a unique and compelling layered brand system with conceptual depth and intent. Through research, creative inspiration, strategic thinking, and a deep understanding of our client’s vision, we crafted a brand that positions Starlyng for lasting success in the global market.