The Context
The home improvement category saw massive growth throughout the pandemic as everyone working from home decided it was time to renovate. A start-up group had acquired multiple local home improvement providers and needed help in tying them together under one consistent brand and one story to explaining how all the sub-brands work together.
The Learning
We spoke with many people about their recent home improvement experiences and they all reported that it was miserable. Homeowners felt overwhelmed and frustrated the entire duration of the project. They didn’t know who to trust, where to start looking for a contractor and overall, just didn’t feel comfortable with a random person spending so much time in their homes, which they considered a sanctuary. The best part about home improvement was when the workers finally left for the last time. The whole experience was like managing a second full-time job. We also learned that when they did select a provider, having national support put them at ease because they knew there was someone holding the workers accountable on budgets, timelines and customer service.
The Strategy
Get homeowners who want to renovate but are off put by the hassle of the process to select a brand apart of this home improvement network by demonstrating trust, transparency and a painless process from start to finish.
We created the brand Renuity. Renuity specialized in 1-3 day home improvement jobs like windows, showers, garages and other quick improvements. Renuity’s visual identity and story acted as a containment system to house the sub-brands they acquire. We also added a tag Backed by Renuity in local marketing to demonstrate these local providers had national support and accountability. . The brand leverages a blueprint style feel and a cool blue color pallet to bring forth emotions of peace and innovation. We also reworked their sub brand’s logos to exist under the same look and feel.
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