Fixed: home repair rebrand and rollout
Cinch Home Services
Fixed: home repair rebrand and rollout
The situation
Tank teamed up with Cinch just as the home services company was getting ready to launch their new brand. Cinch was looking for an effective rollout strategy, starting with an updated website. With our help, they were able to find the most impactful ways to launch their new identity with staff, existing customers, and future subscribers.
Brand collateralCampaignsDesign systemsExperience designGo-to-marketUI design & developmentUser experience researchVideo
Brand design
We worked with Cinch to identify the key value propositions of their new brand. Then we developed a new tone and visual look, which we carried forward through a video and photo shoot, as well as a defined approach to writing content for the new website.
User experience research
One of the key challenges for the new Cinch brand was migrating three separate, channel-focused businesses into a singularly branded experience for both new and subscribing users. Through careful discovery to unearth the core needs of Cinch users, Tank came up with user journeys to test and validate, ensuring that the redesigned website puts its primary users—homeowners—front and center.
Experience design
Using our components approach, we designed a flexible solution that allows for frequent site updates and reprioritization of content. Tank also delivered a build kit for the Cinch tech team, which followed an intensive workshop for an upcoming product launch.
Social media
As Cinch transitioned to the new brand, we helped develop a strategy to transition the company to its new social media presence. We also helped them establish a social calendar as well as a strategic approach to generating content, which Tank actively helps generate—and measure—in the form of copy, photos, and videos.
Marketing
Change is hard, but Tank helped Cinch manage their brand rollout, from the early days of educating staff about the rebrand, to ongoing strategic direction and execution related to paid search, organic search, display advertising, and direct mail.
