hipages undergoes rebrand following business repositioning

The Australian brand, which is the country's largest online tradie marketplace, partnered with global brand agency FutureBrand following a business transformation. Repositioning as a software as a service (SaaS) platform, the redesign aims to empower tradies to build, manage and grow their businesses while also ensuring homeowners are offered the best experience.

Aiming to improve the brand impact and elevate the platform experience for tradies and homeowners alike, FutureBrand opted to retain hipages' distinctive logo. However, alterations were made to the brand strategy, much of its identity and brand experience.

Nick Ellery, vice president of marketing at hipages, explains, “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.”

By evolving the colour, typography, imagery, iconography, illustrations, animations and tone of voice, hipages hopes the rebrand will strengthen its market presence. 

Rich Curtis, CEO at FutureBrand Australia, adds, “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.”