Client Overview
1.
Homelink is a renowned provider in the temporary housing sector. Established with a mission to offer compassionate and effective housing solutions, Homelink has become a trusted name for families in need, especially those facing challenging circumstances.
WHO THEY ARE
Homelink offers temporary housing for families affected by catastrophic events. They collaborate with insurance firms and policyholders, focusing on prompt, empathetic service. Their goal is to create lasting, positive experiences, building loyalty and trust.
WHAT THEY DO
The primary challenge for Homelink was to update its brand and digital offerings while preserving the established trust and high-quality service that define the company. This delicate balance required modernizing the brand and improving digital usability, all without compromising Homelink's core values of compassion, efficiency, and reliability. A critical part of this challenge was to position Homelink favorably in the competitive landscape, especially against larger companies. Our thorough discovery and research process enabled us to pinpoint opportunities to capitalize on, providing Homelink with a unique competitive advantage. This formed the foundation for redesigning the brand ethos, logo, and website, ensuring a seamless evolution of the brand.
THE CHALLENGE
Project Plan
2.
Over eight months, Homelink's rebranding and digital enhancement project involved five key phases: Research, Logo & Brand Design, Brand Book creation, Website development, and Brand Launch. Each phase played a crucial role, from initial market research and creative design to website development and public launch, collectively enhancing Homelink's digital and brand presence and reinforcing their commitment to compassionate and efficient housing solutions.
OVERVIEW
Research
3.
In our competitive analysis, Homelink evaluated key rivals ALE Solutions, Catale, and CRS, focusing on modernizing their brand and digital usability while upholding core values of compassion, efficiency, and reliability. Through customer and user research, we identified unique positioning opportunities, distinguishing Homelink in the competitive landscape and enabling us to capture significant business opportunities. This insight shaped our rebranding strategy, influencing everything from our brand ethos and logo design to web development.
COMPETITIVE ANALYSIS
Approach
4.
Our research led to the creation of a brand value equation that captures the opportunity to leverage and capitalize on their distinct ability to provide a friends and family level of service. This concept became the foundation of their logo, emphasizing the placement of customers at the center of the brand.
BRAND VALUE EQUATION
We concentrated on creating detailed personas for three key stakeholders: policyholders, adjusters, and insurance partners. Our aim was to thoroughly comprehend their unique traits, needs, and behaviors. We did this by analyzing demographic data, behavioral trends, and specific needs at every interaction point. This analysis is crucial for customizing Homelink's services and communications to effectively meet their distinct requirements.
USER PERSONAS
In the Customer Journey Mapping section, we expanded on these personas by charting their specific journeys. This involved outlining each phase of their engagement with Homelink's services, from the first contact to the completion of services. Our journey maps revealed important touchpoints, potential issues, and chances to improve the user experience. This in-depth understanding is key for Homelink to provide a personalized and seamless experience. It will enhance customer satisfaction, loyalty, and enduring relationships in the competitive insurance industry.
CUSTOMER JOURNEY MAP
Logo Design
5.
Anchored in a brand value equation emphasizing their unique capability to provide a 'friends and family' level of service, the logo was crafted to visually place the customer at the heart of the brand. This concept is symbolized by the strategic positioning of 'ME' within a central circle in the Homelink logo, underscoring the brand's customer-centric approach. Presented alongside three other design options, this concept was promptly approved by Homelink, resonating strongly with their desired brand and market positioning.
OVERVIEW
Brand Book
6.
For Homelink, we created a comprehensive branding guide. This book introduces Homelink's brand, including its vision, mission, and core values, tailored to engage our target audience. It provides logo usage guidelines to prevent misrepresentation across platforms and introduces a selected color scheme with specified codes. The typography section ensures consistent brand expression. Image guidelines define our visual style across channels. This Brand Book is crucial for maintaining Homelink's brand integrity, ensuring uniformity in all communications, and reinforcing our commitment to empathetic and effective housing solutions.
OVERVIEW
Website Design
7.
The Website Design section for Homelink focused on creating a user-centric, visually appealing, and intuitive online platform. This phase involved developing a sitemap for easy navigation, designing wireframes to outline the website structure, and creating a high-fidelity design that aligns with Homelink's brand aesthetics. The development process was rigorous, ensuring functionality and user engagement. With continuous testing, we optimized the website for user experience, ensuring it not only represents Homelink's values of compassion and efficiency but also enhances digital interaction with policyholders, adjusters, and insurance partners. This approach was key in strengthening Homelink's digital presence in the temporary housing sector.
OVERVIEW
Site Map + Wireframe + Low-fidelity
Print Material
8.
For Homelink's print materials, we designed a suite of comprehensive assets including trade-show materials, pamphlets, business cards, and letterheads. Each piece was carefully crafted to align with the brand's new visual identity, ensuring consistency and recognition across all physical touch-points.
OVERVIEW
Brand Launch
9.
The Brand Launch material for Homelink included swag bags designed to create excitement among employees and customers. These bags contained branded t-shirts, pins, and stickers, each item thoughtfully chosen to enhance brand engagement and loyalty. The t-shirts featured Homelink's new logo, serving as wearable brand ambassadors, while the pins and stickers offered a fun, casual way for stakeholders to showcase their association with Homelink.
OVERVIEW
Summary
10.
Homelink's strategic rebranding enhanced its visibility in the temporary housing sector, effectively elevating its presence and establishing a stronger brand recognition among families and insurance partners.
IMPROVED VISIBILITY
The new website design for Homelink, focused on user-friendliness and aesthetic appeal, significantly improved the overall user experience, making interactions with policyholders and adjusters more efficient and engaging.
IMPROVED UI/UX
This comprehensive rebranding strategy successfully positioned Homelink to secure substantial business opportunity with State Farm, outperforming larger competitors and solidifying its market standing.
CLOSED DEAL