hipages and FutureBrand collaborate on brand renovation to transform home improvement experience

Having pioneered the market to become Australia’s largest online tradie marketplace, hipages has now undergone a business transformation from leading marketplace to a SaaS platform. This transformation will not only empower tradies to build, grow and manage their businesses but also offer homeowners the best possible home improvement experience.

FutureBrand partnered with hipages to develop the new brand strategy, identity and experience, and to position hipages as the one tool that everyone can use to build better homes and businesses. The new branding retains hipages’ distinctive logo and use of orange as part of a comprehensive brand identity system that improves the brand’s impact and elevates the platform experience for tradies and homeowners.

Nick Ellery, Vice President of Marketing for hipages, said: “Our business transformation was the catalyst for evolving the hipages brand. This investment in our brand will help us become the go-to-brand for home improvement services in Australia and will play a pivotal role to enable our business growth.”

hipages engaged FutureBrand to review the brand at every touchpoint by working collaboratively with Marketing, Product and Technology teams across the business in order to transform and future-proof the brand. This started with the brand strategy and extended to every element of the brand’s identity – logo, colour, typography, imagery, iconography, illustration, animation, voice and more. It also incorporated brand experience principles to inform how the brand can connect meaningfully with tradies and homeowners at the moments that matter.

FutureBrand Australia CEO Rich Curtis commented: “By helping to bolster hipages’ business transformation and turn strategy into reality, we’ve not only reinforced hipages’ purpose but also renovated its brand strategy, identity and experience. What made this possible was working together with the Marketing, Product and Technology teams – to equip them with brand tools and training so that the brand can work harder in those moments that matter to build an altogether better experience.”

hipages’s brand renovation is being implemented across the business, starting with the launch of hipages tradiecore, Australia's first end-to-end leads and job management platform for tradies.