Seamless Case Study Selection & Standardization

Overview

During a January 2026 working session, the Asymmetric team and Seamless leadership reviewed the full existing case study library and established a clear strategy for the new WordPress site. The outcome was a curated set of 19 case studies, a decision to merge multi-phase client projects, and a defined two-tier filtering system. This article captures the curation logic, format requirements, and filtering architecture as a reusable content strategy pattern.

Client: ^[1]
Related meeting: ^[2]

Curation Strategy

Selection Criteria

Case studies were evaluated against three outcomes:

Keep — Studies with one or more of the following qualities:
- Strong, professional visuals
- Recognizable client name (e.g., Hotel Metro, Dollar Tree, Benihana)
- Unique or unusual application (e.g., parking lot coating, solar field flashing, federal government work)
- Prestigious or trust-building client type (e.g., U.S. Coast Guard)
- Available or obtainable client testimonial

Merge — Multi-phase projects for the same client consolidated into a single page:
- Fiber Resin — Multiple buildings/locations treated as one unified client story
- Elsco — Work spanning several years and phases merged to demonstrate long-term partnership and unified warranty outcome

The Elsco merge is particularly instructive: the combined case study communicates that Seamless can phase large projects over time, apply multiple product systems, and deliver a single unified warranty at completion — a meaningful differentiator for budget-conscious commercial clients.

Discard — Studies that were:
- Generic or visually weak
- Purely residential (unless the scale or application was distinctive)
- Redundant with a stronger existing entry

Notable Keeps

Naming Corrections

Several existing entries had incorrect or misleading titles due to Hibu CMS issues:
- "Building Owner Apartments" → Dollar Tree (content was misrouted)
- "Ogden Townhomes" → rename to reflect actual project type (Ogden is the property manager, not the project name)
- Multi-phase Fiber Resin entries → consolidate under a single Fiber Resin page

Standardized Case Study Format

All 19 case studies will be rebuilt in a uniform template. Key components:

Required Elements

• Hero image — High-quality project photo
• Project metrics block — Displayed as graphic icons/stats, not prose:
• Roof size (sq ft)
• Substrate / material type
• Application type
• Project duration (where relevant)
• Project narrative — Brief description of the challenge, solution, and outcome
• Client testimonial — Integrated where available; Asymmetric to pull from Google reviews or request directly
• Category tags — Applied per the two-tier filtering system (see below)

Design Notes

• Metrics should use custom icons/graphics rather than bullet lists — this was explicitly approved by Brandon Aman
• Layout to be designed by Asymmetric's designer and shared with Seamless for approval before dev build begins
• Testimonials should appear as a distinct visual block, not inline with body copy

Two-Tier Filtering System

The case study library will support filtering on two axes:

Primary Filter — Project Type

Broad category reflecting the building or client context:
- Commercial
- Industrial
- Institutional / Government
- Multifamily / Residential (limited)

Secondary Filter — Material / Application

Specific roofing system or service applied:
- EPDM
- TPO
- Metal Roof
- Coatings
- Siding (future/conditional)
- Solar Integration (flashing/prep)

Brandon Aman is responsible for finalizing the exact category labels and sharing them with Melissa Cusumano before the template build begins.

Icon Design Approvals

Two service icons were reviewed and approved during the meeting:
- Commercial Roofing — Middle option selected
- Asphalt Shingles — House image selected

These will be used in the case study filter UI and potentially in service navigation.

Action Items from This Strategy Session

• [ ] Brandon Aman to finalize and share case study filter categories (primary + secondary)
• [ ] Brandon Aman to send Jet Technologies testimonial to Melissa Cusumano
• [ ] Melissa Cusumano to pull Wix Wood Floors Google review and add to case study
• [ ] Melissa Cusumano to consolidate Fiber Resin entries into one page
• [ ] Melissa Cusumano to rename Ogden Townhomes case study
• [ ] Melissa Cusumano to rename "Building Owner Apartments" entry to Dollar Tree
• [ ] Asymmetric designer to produce standardized case study page layout for Brandon's review
• [ ] Asymmetric to begin dev build after layout approval

Generalizable Insight

Merging multi-phase client projects into a single case study is a high-leverage content move for service businesses. It reframes what might look like incomplete or incremental work into a story of trusted, long-term partnership — and lets the vendor communicate sophisticated outcomes (phased budgeting, unified warranties, multi-system integration) that a single-job case study cannot.

This pattern applies to any client with repeat engagements: rather than showing three small jobs, show one evolving relationship.