HomeServe

SERVICES

REBRANDING

Marketing

APP DESIGN

PROJECT TYPE

AGENCY CLIENT

HomeServe brought in Spark No. 9 to reposition their brand and expand their customer base to younger homeowners, including testing a new on-demand repair service. Over a three-month engagement, I designed social ads and landing pages that tested repositioning strategies and validated demand for a new on-demand repair service, along with a new scheduling flow that brought it to life.

Brand Redesign

The rebrand kept what worked: the logo, fonts, and signature red. From there, we built a bolder, quirkier identity with updated secondary colors and a new graphic treatment. The refreshed look extended across digital ads, landing pages, the website, and later print materials.

Logo

The logo remained the same.

Customers recognized the red house with the friendly smile.

Color Palette

Four adjacent square color swatches: bright red, medium blue, pale light blue, and white, arranged from left to right.

Branding led with the signature red color, easily recognizable from the company uniforms and vans. The rest of the palette skewed cool and failed to convey the warmth of the customer service experience.

Updated Color Palette

Five vertical rectangles with rounded corners in a row showing solid colors from left to right: red, blue, cream, light yellow, and white.

The signature red stays. Blue becomes brighter and bolder. Cream and yellow round out the palette as softer accents.

Graphic Treatment

Three HomeServe advertisements: first shows toilet pipe leaking water with text "Repair plans 50% off your first year" and plumbing, HVAC, electric at bottom; second shows exposed plumbing pipes behind a wall with text "Homeowners, you don't have to fix everything yourself. A plan from HomeServe connects you to local pros."; third shows an HVAC unit with text "You handle everything else. Let us handle this. Home repair coverage that works as hard as you do." and plumbing, HVAC, electric at bottom.

Imagery led with the home repair problem, not the fix.  White backgrounds blended into the feed instead of standing out.

Updated Graphic Treatment

Three-panel HomeServe advertisement showing smiling technicians in red shirts with tools, emphasizing 'done right,' accurate prices with no surprises, and availability when needed most, featuring a shield labeled 5-star technician, a phone icon, a house, and a phone screen with 'Schedule a Repair.'

Imagery leads with real technicians rather than the repair problem, conveying HomeServe’s friendly and professional service.  Warm backgrounds and bright colors pop against the feed instead of blending in.

App Development

The scheduling flow made booking a repair feel seamless and showcased HomeServe's improved technical capabilities. The flow takes a homeowner from service selection through repair problem identification, booking, and technician tracking.

Mobile screen for HomeServe app asking to enter ZIP code 44113 to find tech for home repair.

Mobile screen asking which home system needs repair: Plumbing, Electrical, or Heating & Cooling HVAC.

HomeServe heating and cooling issue screen showing options, with poor airflow and uneven temperature selected.

HomeServe app screen showing scheduling options including date picker and time slots for repair service.

Phone screen showing HomeServe matching you with the right tech based on expertise, experience, location, and scheduling.

Mobile screen showing HomeServe heating repair scheduled for April 8, 2026, 4-6 PM with technician Richard L. on map.

Digital Campaigns

Three positioning strategies were developed and tested across paid social. Each strategy was brought to life through ads and landing pages to determine which drove the most interest.

Strategy 1: Cost

Smiling HomeServe tech in a hard hat and red shirt holding a clipboard promoting no surprise home repair prices.

HomeServe landing page with affordable home repairs promo.

Strategy 2: Repair Quality

Two HomeServe technicians in red shirts holding tool bags with 5-star technician badge and service text.

HomeServe landing page advertising expert contractors who get the repair right.

Strategy 3: Customer Service

HomeServe landing page advertising customer support from start to finish.

Print

The winning positioning was extended to print applications, including billboard and direct mail, to carry the same messaging into channels beyond digital.

Billboard against a blue sky with clouds displaying HomeServe advertisement featuring a house image and text: Home repairs done right. Expert local technicians. Repairs guaranteed. Services listed: Plumbing, Heating & Cooling, Electrical. Website HomeServeUSA.com in a red button.

HomeServe offers local plumbing, heating, and electrical repair experts with photos and contact info.