American Home Shield has been an established market leader in the home warranty industry for over 40 years. Part of the ServiceMaster family of brands, they offer their nearly 1.4 million customers warranties to protect against unexpected appliance and home system breakdowns. American Home Shield enlisted Tank to completely revamp their brand — including naming, identity, positioning and voice. Tank applied the new brand properties to all internal and external collateral and sales material; redesigned their website and created a new e-commerce site; and developed and executed upon an internal launch communication strategy. Following the initial rebranding, Tank became American Home Shield’s branding agency of record.