WE BEGAN BY LISTENING TO CUSTOMERS, starting with profiling and a survey of current and lapsed users. The insight was clear. People didn’t just want plumbing services. They wanted peace of mind. They wanted someone they could trust in their home. Someone local, respectful, reliable and human. That emotional need became the foundation of the brand.
We mapped emotional and rational needs to product and service benefits. From that, we shaped a clear value proposition. At the heart of it all was a simple idea: YourPlumber isn’t just a tradesperson. They’re your home’s quiet hero.
THAT THINKING SHAPED A NEW IDENTITY, built around the platform “Your Home Heroes.” It wasn’t just a line. It was a creative shortcut to everything the brand stood for. It captured what customers wanted emotionally (trust, calm, reassurance) and what the team delivered practically (speed, skill, reliability).
That idea ran right through the identity. The refreshed logo became cleaner and more deliberate. The colour palette balanced deep greens for dependability with bright lime for energy and optimism. The type system was designed to feel clear and confident, but never cold. And the hand-drawn ‘doodlemarks’ added a personal, almost protective layer – like annotations from someone who genuinely cares.
We wrapped it all into a practical brand playbook, giving the YourPlumber team the tools to express themselves consistently, confidently and with character, wherever the brand is seen.
THE RESULT IS A BRAND THAT FINALLY FEELS LIKE THEM. Clear, confident and genuinely customer-first. This wasn’t a dramatic overhaul. It was about sharpening what was already there and turning up the volume on what makes YourPlumber different.
It’s now the foundation for a refreshed website and wider customer experience. Most importantly, it gives the team a brand that truly reflects who they are and where they’re headed.
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