How a Brand Story Video Helped Heritage Roofing Win a New Project
Heritage Roofing’s work is highly visual, but the details that separate traditional slate, copper and lead roofing from ordinary roofing work are not always easy to explain using photographs or informal phone footage.
Scaling Visual created a brand story video that combined an interview with Philip Edwards and footage of a completed Georgian roof restoration in Dublin.
Philip subsequently sent the finished video to a prospective customer. Within hours of watching it, the customer was strongly interested and wanted Heritage Roofing to proceed with another roofing project.
Project at a glance
Client: Heritage Roofing Contractors
Sector: Construction and heritage roof restoration
Location: Dublin
Project: Brand story and project showcase video
Period: Initial video produced in 2023, followed by further projects
Initial deliverable: One completed video, approximately 2 minutes 17 seconds
Primary use: Direct sales conversations with prospective customers
Result: A prospective customer wanted Heritage Roofing to proceed after viewing the video
The challenge: communicating craftsmanship to higher-value customers
Philip Edwards specialises in heritage roof restoration using traditional slate, copper and leadwork.
When Scaling Visual first spoke with Philip, he had recently developed his website and wanted to attract larger, higher-value restoration projects.
His previous work demonstrated the standard of his craftsmanship, but prospective customers needed a clearer way to understand it.
Searching through phone photographs during a conversation could show isolated details. It did not provide a concise explanation of Philip’s experience, approach and the extent of the work involved in restoring a period roof.
The objective was to create one professional video that Philip could send directly to people considering a substantial roofing project.
Combining Philip’s story with a real restoration project
The video was built around a Georgian roof restoration in Dublin.
Philip’s interview introduced him as a craftsman and explored:
His experience in traditional roofing
Slate, copper and lead roofing
The condition of the original roof
Structural and conservation problems uncovered during the work
The materials and methods used
The standard he expected from the completed project
The conversation remained natural and unscripted. This suited Philip’s communication style and allowed him to explain the project in the same practical language he would use with a customer.
As Philip says:
“I’m a craftsman. I specialise in slate roofing, copper roofing and lead roofing.”
Showing the quality behind the finished roof
The production combined Philip’s interview with close ground-level and rooftop footage, aerial views and selected material showing earlier stages of the work.
The video documented reclaimed Blue Bangor slate, copper valleys, chimney restoration, reconstructed parapet details, improved party-wall fire separation and the completed roof.
These details gave prospective customers visible evidence of the work Philip was describing.
Instead of simply claiming that Heritage Roofing delivered a high-quality service, Philip could explain the problems encountered, decisions made and work completed.
His standard is captured in one simple line:
“You really need to do a high-quality job. Do a job you don’t have to come back to.”
From a brand story video to a direct sales asset
Philip did not rely primarily on social media to generate value from the video. He used it directly when speaking with prospective customers.
In his later video testimonial, he explained:
“It’s nice to be able to send through a professionally made video that shows what we can do.”
After receiving an enquiry about another roof, Philip sent the completed video to the prospective customer.
“Within a few hours of the customer seeing that video, they were really interested and wanted me to go ahead with a nice job.”
This is the central result of the project. The video gave the customer a clearer understanding of Heritage Roofing’s capabilities and provided professional evidence that supported the appointment decision.
Philip describes its role directly:
““It better helps them make a decision on who they’re going to get to do the roof.””
An initial project that developed into an ongoing relationship
The first video led to further work between Heritage Roofing and Scaling Visual.
A later roof replacement was documented across key construction stages. Interviews, ground footage and drone footage were recorded during progress visits and developed into a ten-minute project documentary showing the restoration from start to finish.
As Philip’s business and services evolved, Scaling Visual also produced an updated video explaining the HRC Roof approach and captured a completed project in Rathmines.
This progression demonstrates the wider value of construction video production. One initial brand story can establish the core message, while later videos can document larger projects, explain new services and create further proof for future customers.
The result: professional proof at the point of decision
The strongest result was not a social-media view count. It happened during a direct conversation with a prospective customer.
Heritage Roofing had a concise, professionally produced example that showed Philip speaking, demonstrated the quality of the work and helped a buyer decide whether to proceed.
That makes the video more than a portfolio piece. It became a practical sales asset.
For Scaling Visual, the project reflects the commercially focused approach we bring to professional video production for businesses in Dublin and across Ireland: decide how the video will be used, build the story around real evidence and create something the client can continue using after production.
What other contractors can learn from Heritage Roofing
Contractors often have extensive photographs and phone footage but no single asset that explains the quality and value of their work.
Heritage Roofing’s approach demonstrates that:
One completed project can provide the setting for a wider company story.
The contractor should explain the work in language a customer understands.
Detailed footage provides evidence behind claims of quality.
The video should be easy to send during an active sales conversation.
Direct use with a qualified prospect may be more valuable than public view counts.
Further projects can be documented as the company and its services grow.
For businesses selling complex or high-value work, the most useful video may be the one that answers a buyer’s concerns at the point of decision.
Related brand story video case studies
How a Brand Story Video Brought Java Republic’s Roastery Story to Life
How Offbeat Donuts Used a Brand Story Video to Support Franchise Conversations
Do prospective customers understand the quality of your work?
Scaling Visual helps contractors and specialist businesses turn completed projects into professional videos for websites, sales conversations, tenders and business development.