In today's world where 14% of the UK’s greenhouse gas emissions emanate from heating, there is an undeniable urgency to transition towards greener home heating methods. For most homeowners, the complexity of this shift, coupled with concerns about cost and efficiency, often hampers progress. Enter Hometree, envisioning themselves as the 'Transition Companion' for homeowners, bridging this knowledge and confidence gap and that is reinforced with a new branding and visual identity.
Hometree, an innovative energy services provider, offers a pragmatic yet effective approach to hasten the journey to net-zero homes. Their strategy centers on optimizing the boilers currently in use and, when the time comes, transitioning to energy-efficient heat pumps.
However, the challenge was not merely in the service but in conveying its essence visually and verbally. This is where How&How, the branding mavericks, stepped in. Cat How, ECD at How&How, remarks, “We aimed to represent the transition as snug: from the cold uncertainties of 'brrrrr' to the warm assurance of 'whrrrrr'.” This vision culminated in a pulsating logo radiating the positivity of progress juxtaposed against the warmth of a homely hearth.
A pivotal element of this rebrand was Maple, a dynamic logo-turned-interactive assistant. Maple's animated cues drive home actions, guiding homeowners through green energy steps. The visual narrative seamlessly blends candid imagery of energy-efficient apparatuses in snug domestic backdrops, portrayed alongside genial service providers. A rich palette of yellows and greens further fortifies the brand's warm, approachable, yet environmentally-conscious demeanor.
On the verbal front, the challenge was constructing a narrative resonating with Hometree's forward-thinking ethos. How&How’s branding delineated a refreshing candor and assertive warmth, framing an unequivocal message on energy choices, cultivating trust and assurance.
The digital dimension was equally paramount. Given that a significant portion of Hometree's clientele approach them during boiler crises, the website's design needed to be intuitive and informative. “Our aim,” shares Hannah Leggett, Senior Digital Designer, “was to craft a digital experience elucidating the transition benefits, but also shedding light on some unexpected green measures.” How&How's branding prowess, intertwined with UX and UI design, unequivocally accentuates why Hometree is both economical and eco-conscious.
In conclusion, Hometree's rejuvenated brand stands as a testament to the potency of insightful branding and visual design, epitomizing the serene guide assisting homeowners in their eco-conscious sojourns.
Branding and visual identity artifacts