Rebranding a 25+ year old company is tricky. Angie's List has excellent branding awareness - it just needed a refresher. The home services marketplace has changed. We're no longer just "a list" - we're a tech company striving to help all people - older, younger, city dwellers, small towners; whether you're looking for a weekly pooper scooper or a contractor to help you build the biggest investment home of your life - it's branded to show you that you can trust us. Through upfront research, physical and digital moodboards, offsite brainstorms, and user testing, I was finally able to land on a brand that not only screams "lived in" for the real family, but also says "home is where your heart is."