House Ninja is an on-demand home maintenance service. Using a proprietary physical space evaluation procedure, the company captures the details of the home inside and out so homeowners or renters can delegate all maintenance, repairs, and services to the professionals (aka "House Ninjas"). Human by Design was hired as a brand consultant to apply a new perspective and aesthetic and advise the House Ninja executive team on repositioning the brand to appeal to their affluent target demographic. As a result of further audience analysis, we changed the brand messaging from assertive ("we'll handle it") to compassionate ("we're there for you") and delivered a comprehensive brand playbook, including practical sample collateral and an original customized iconography set. This project was completed in collaboration with Numatic Ventures.
Brand Strategy, Creative Direction, Campaign Creation, Iconography, Collateral Design, Guidelines & Toolkits