The Challenge: This Australian online marketplace for tradespeople was transforming from disruptive startup to established grownup. As hipages continued to grow, the company was looking to develop their brand further and engage with customers on a more emotional level. With the team rapidly expanding and a large advertising campaign due to commence, we were challenged with defining the brand and establishing a comprehensive set of identity guidelines for employees and agency partners to follow.

The Strategy: Although the company was founded through technology, we wanted to create a more inspiring and human brand experience, while increasing engagement and sales on their website and app. We created an identity system and brand book that brought the brand story to life, created consistent design standards and visually defined them from increasing competition.

The Solution: We evaluated and defined the brand offer, creating a brand book that would serve as a ‘bible’ to both internal staff and external suppliers. We developed a flexible identity system including a typographic palette that worked with a distinct tone of voice to build the human attributes of the brand. A set of photography standards, iconography suite, colour palette, design style and messaging hierarchy also helped communicate the offer clearly in advertising and online user experience.