American Home Shield

Worry-free branding — from the ground up.

American Home Shield


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.



Tank was privileged to reinvent and reinvigorate this market-leading brand to reflect a changing demographic and competitive climate. Our first initiative positioned American Home Shield as a trusted partner, a company that takes the worry out of homeownership. We crafted a friendly, approachable identity anchored around a new brand tagline: “Worry less. Live more.”


American Home Shield tasked Tank to build a communications portfolio that better explained their diverse service offering and conveyed the inherent value in a home warranty. Tank initially created and executed a mixed-media campaign that integrated new brand imagery, a refreshed type treatment, an affable voice and redesigned brand logo supporting the new brand tagline: “Worry less. Live more.”

After two years, the “Worry less. Live more.” campaign had successfully repositioned American Home Shield as a friendly, trusted and reliable partner in homeownership. It was time for a refresh. We then created a bold, infographic approach that illustrated the positive statistics associated with home warranty ownerships, differentiating American Home Shield from its competitors as well as the home insurance industry.

As a complement to the new infographic approach and an evolution of the “Worry less. Live more.” initiative, Tank created the “Life happens. Have a plan.” campaign. Through a combination of friendly, accessible copy and carefully-posed photography, this campaign acknowledged the stressful side of homeownership while conveying that everything will be all right thanks to an American Home Shield Home Warranty.


To support the American Home Shield rebrand, Tank conducted an extensive UX exercise to determine the most user-friendly site experience — supporting educational and awareness information, as well as lead generation. Tank then designed and built a responsive website, along with new e-commerce functionality to support the purchase of home warranties online.

Digital Performance Marketing

The newly redesigned website generated an 88% lift in sales, along with an incremental $8.3M in organic revenue in the first year. Paid-search conversions improved by 110%, while reducing acquisition costs by 40% and improving top-line revenue by 30%.

88% Lift in sales
40% Reduction in acquisition costs

Related projects