Neighborly is a family of neighborhood services that operates nationwide. Franchises within the Neighborly umbrella range from Mr. Rooter to Mosquito Joe, running the gamut of essential home maintenance and management products. After five years of rampant growth, Neighborly came to my team for a full redesign of their primary corporate landing page, a marketing site that had the main intention of defining brand identity and move potential customers or franchisees towards the sub-brand of their choice.
Date
March 2020 - August 2020
Agency
Revel
Team
Michael McIvor, Creative Director
Jim Love, UX Designer
Torie Baker, Project Manager
Nandini Chaturdeva, Lead Developer
Visual Design
In order to establish Neighborly’s brand centrality, I introduced house-themed illustrations and interactions that wove in dynamic storytelling with easily navigable symbols. Recognizable elements of household maintenance were used throughout the site to suggest the breadth of services that Neighborly offered without privileging specific brands. As a Neighborly app and other various marketing materials were also being developed, modularity was important, and our visual system was built to be reused on any device and situation.
Animation
Our client was interested in exploring an animated storytelling experience to express their three guiding principles: Repair, Maintain, and Enhance. I designed an interactive scrolling concept using Framer that Neighborly adopted for an initial deployment of the site, and has continued to be used in marketing materials nationwide.
Takeaways
This was the first project taken over with a new team of designers and developers, and it kicked off right at the beginning of the Covid-19 pandemic, which created a whole new demand for establishing project rhythm and communication. On top of that, the handoff of the project was complicated, and led me to reconsider how quality is maintained when a design is passed on to developers, and how to get ahead of that communication in the process.
All of that being said, I'm proud of the team and the work that we did in establishing our agency's relationship with Neighborly. We laid the foundations of a fruitful partnership that has led to numerous other initiatives (see Franchising and Brand System Management).