Brand & Creative
Driving the brand strategy home
Project Types
Brand strategy
The challenge

HomeServe entered 2020 in robust health and with a huge ambition: to become the global leader in home services.

But to do so, it needed to grow a direct-to-consumer business in the US – courting a younger audience, evolving its brand and messaging, and becoming a category leader.

Our approach

Canvas8 partnered with HomeServe on a comprehensive, mixed-methodology research project designed to move the brand from where it was to where it needed to be. This involved: 

Cultural landscape mappingto identify consumer priorities, behaviors, and mindsets in the home services category.
Semiotic analysis to reveal white-space opportunities for HomeServe and index notable developments by competitors.
Expert insightto unearth the psychological factors, drivers, and motivations that influence decision-making around the home.
Consumer diaries and one-to-one in-depthswith prospective consumers, mapping purchase journeys and grounding our thinking in real experience.
A nationwide audience profiler survey of over 2,000 American homeowners to help us scale our thinking and profile the HomeServe customer of the future.

A video highlight reel helping to bring key insights to life and amplify the work.

A highly visual strategic playbook laying out 13 strategic opportunities for HomeServe to build a stronger consumer-facing brand, ranked by scale and impact.

Can we help?