A digital brand expression for a tech minded brand.
For over two decades, HomeAdvisor has provided homeowners the tools and resources they need to complete their home improvement, maintenance, and repair projects. To keep up with competitors and evolving customers needs, HomeAdvisor is shifting their business model towards an app-first and fixed-price approach.
HomeAdvisor initially partnered with Huge to redesign their app and create a new visual identity to reflect the brand's new vision and business model. As the project lead from the brand design side, I lead a team and partnered with the other leads (strategy and product) throughout the project. As the engagement progressed, we shifted our approach from creating a brand new identity to developing a new digital expresssion of the current brand that could live in-market alongside the logo mark that exists today, and act as a beacon for how the brand looks moving forward.
We began by defining a new visual identity system.
With a strong understanding of the brand's past and present, the industry and the competitive landscape, we embarked on the process of defining the right visual direction to reflect the new vision, while building on the equity HomeAdvisor had built over time. Our solution; a simple, modern and empowering logo and identity system that communicates how HomeAdvisor partners with home owners to easily take care of all the projects and to-do lists in their homes, by connecting them to the right pros.
Associate Creative Director
Project lead (brand design)
Digital design system
App UI direction
Brand strategy director
Lead brand designer
Creative director, product
Product design lead
Senior Product Designer
Competitive Landscape Analysis
Changing the course from a brand new identity system to an evolved digital brand expression.
Midway through the project it became clear that a brand new identity system wasn't the right approach at the time for a company this size. Instead, creating an evolved digital brand expression to bring the new app experience to life was a more effective way to carve the path forward for HomeAdvisor.
Using the new identity system we developed and an evolved version of their current logo as foundation, we defined a design system for the app and all digital applications, including the website, TV, ads and social media presence.
Since our engagement ended, HomeAdvisor launched the new app, website and advertising initiatives based on the system we created.