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]
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
| Case Study | Rationale |
|---|---|
| Hotel Metro | Recognizable Milwaukee landmark |
| U.S. Coast Guard | Federal client; signals ability to meet government standards |
| Benihana (parking lot coating) | Unique application; demonstrates coatings heritage |
| Amco Pump | 1,000-unit solar field roof flashing; technically distinctive |
| Grain Exchange | Historic building; strong visual and name recognition |
| Jet Technologies | Client testimonial available |
| Wix Wood Floors | Google review testimonial available |
| Dollar Tree | Recognizable brand; metal roof system showcase |
| Butler Manufacturing | Strong visuals; industrial credibility |
| Elite Properties | Distinct application type |
| South Wayne School District | Institutional/public sector diversity |
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
All 19 case studies will be rebuilt in a uniform template. Key components:
The case study library will support filtering on two axes:
Broad category reflecting the building or client context:
- Commercial
- Industrial
- Institutional / Government
- Multifamily / Residential (limited)
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.
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.
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.