Challenge:
The home care and renovation market was crowded, and Thumbtack’s new technology created an opportunity to redefine its role in the category. But first, the brand needed to align on what it stood for: a marketplace, a platform, or something more.
Insight:
Research revealed that Thumbtack’s true value wasn’t just connecting homeowners with pros. It was helping people confidently care for and improve their homes.
Big Idea:
We repositioned Thumbtack as the technology company that helps people get life done. The new messaging platform brought clarity to the brand’s purpose, voice, and role in the future of home care.
A Look Behind the Curtain
The strategy behind the messaging statements
Your home is so much more than walls and appliances. It’s your place to build a legacy, to make memories, and mold with personality. It’s really a reflection of your life. Based on an in-depth analysis of Thumbtack’s competitors, here are the four strategic avenues of messaging I directed Thumbtack to lean on to showcase its unique benefits and brand promise as the ultimate home partner.
Benefit: Give Homeowners The Control They Crave
We help people own home ownership
Take control of your home
We empower homeowners to take control of their lives by changing how people manage their homes
Benefit: Thumbtack is Redefining an Industry Through Technology
Through technology, we give everyone the confidence and capability to care for their homes
Home ownership, reimagined
Thumbtack is redefining the home services industry through technology
Through technology, we make home management easier
Thumbtack is committed to making homeownership better through technology Through technology, we give everyone the confidence and capability to care for their homes
Benefit: Get All Homecare Completed, All In One Platform
Everything homeowners need, all in one platform
Thumbtack consolidates the entire home services industry onto one platform
Our platform empowers people and professionals to get jobs done
Benefit: Find Care For Your Entire Living Lifecycle
All of your life you’ve dreamed of your perfect home. From move-in, to move-out, and everything in between, Thumbtack helps you get there.
Homeownership is a lifetime achievement. From small fixes and routine maintenance, to major home improvements, Thumbtack helps homeowners accomplish their goals.