Behind the Build: Roofday’s Website, CRM, and Brand Identity

Birds fly together.

That’s the simple idea behind Roofday Group — a community group for roofing businesses. Join the community to immerse yourself in continuous learning, camaraderie, industry sportsmanship, and buying power.

Jon Rasmussen started Roofday in 2024 after seeing the potential of bringing independent roofing contractors together. The fact is entrepreneurship often feels like stumbling through the woods without a map. If you’re going to be on this mission you might as well team up with fellow explorers.

Launch Kit has had the honor of working alongside Roofday since it's formative days. Our first project together was designing their logo. We equipped them with the essential brand identity they needed to get off the ground and into flight (see what we did there).

Website and Online Presence

With the branding assets in place we turned to building Roofday’s online presence. First things first: they needed a solid website to communicate exactly what Roofday is all about to prospective members. Our web designer, Mackenzie Broekstra, sat down with Jon and his wife Allison to outline the core pages: member benefits, origin story, membership pricing, and upcoming events.

That conversation gave Mackenzie everything she needed to begin assembling the initial pages. Once the structure was solid it became clear Roofday would benefit from authentic photo content to tell their story with real faces.

Photography & Video Content

In October 2025 Roofday’s annual micro‑retreat at Memos Farms in Evart, Michigan offered the perfect opportunity to capture the community in action. I joined the group for an afternoon full of events.

The day started with a workshop on technology and marketing. I snapped photos of group discussions where members shared ideas, challenges, and strategies. Later we went outside for a guided sporting‑clay shooting event: 14 stations, 4 players per group, all in competitive but friendly teamwork. I moved among stations to get candid photos of members working together, laughing and investing in their business and fellowship.

From that afternoon together I was able to deliver over 50 edited photos — giving Mackenzie everything she needed to build a polished, authentic website that reflects the heart of the Roofday community. Mission success.

Building the Membership System and CRM

With Roofday’s website live we turned our attention to building their backend. Today we manage and optimize their GoHighLevel account. Roofday relies on GoHighLevel for contact and lead management, opportunity tracking, subscription billing, and their private online community. It is a perfect tool to support a growing network of roofing contractors.

Through our partnership Jon shares his ideas with us and our team takes a hands‑on role in building out the CRM for him. That collaboration is a real example of putting the right people in the right seats — a team operating together toward the same mission.

We’re honored to have a seat on the Roofday team. We look forward to building this community together and helping independent roofing contractors across the Midwest grow stronger, smarter, and more profitable.