In this case, the client wanted to change the mindset of how consumers find and trust home contractors to help serve their ongoing needs. At the same time, this required educating the business market on why and how to transform their lead gen strategies to include Contractor Concierge as a partner. This required the development of a consumer-friendly brand that provides easy comprehension and sets Contractor Concierge apart as a homeowner’s best friend for home repair and improvement needs.
To do this, an overall brand strategy was adopted to soften the market with a friendly, consumer-facing brand character we named “Jack.” Jack is to serve home improvement and service needs in the comparative role that a concierge does at a hotel—guiding you to the best recommendation to meet your needs as a neutral party to the services being rendered. Jack was also used as a business-to-business character but with the addition of an important partner, his trusty Bird Dog, “Fetch.” Fetch is Jack’s trusted guide, searching the network for new customer leads and gathering them for Jack.
Role: Marketing Strategy, Character Development & Design, Program Identity & Logo Design, Copy Headlines, Design of Marketing Materials
