The Challenge
Mendly's founders felt that their current brand had a disconnect with their values, level of service, and personality. They needed to start from scratch. Mendly primarily serves homeowners in the city of Boulder. Their service in these homes is nothing short of exceptional. We all hold our homes near and dear to our hearts. Mendly approaches every home with the objective to create meaningful, trustworthy, and long-lasting relationships with homes, and homeowners. Their brand needed to echo their purpose, while remaining the friendly and outgoing folks that their clients have grown to love. Their current branding was dated, overly complex, and misaligned with their target. We came in, shook things up, and rebuilt a completely new visual and verbal identity.
The Solution
We took a deep dive into the history of the brand, as well as their current and future business goals. We uncovered their current and aspirational target audiences, and repositioned the brand after studying the competitive landscape and the area of the greatest differentiation. With that came a name change. Previously known as Home Strategy Pro, we renamed the brand as Mendly. Mend + Friendly = Mendly. Short, sweet, imaginative, and slightly quirky. Following suit we developed a custom lowercase logotype that screams simplicity, without sacrificing a smidge of personality. The symbol is a rounded “M” that mimics an abstract house, with the center resembling a doorway.
Next we honed in on the color palette which pulls inspiration from natural elements of nature, with pine - a deep green, as the primary brand color. Championing the neighborly aspect of the brand, the typefaces do a ton of heavy lifting for the brand personality. Finally, we implemented a textured hand-drawn illustration style to build a custom set of website illustrations along with an icon set.
Alongside the team at Mendly, we were able to craft a new brand identity unlike anything in the category. The identity is flexible and scalable, and will serve as the foundation of the brand as Mendly grows.
LINK TO LIVE SITE
Additional Credits
Logo Concepting: Joshua Dazeley
Illustration: Ramy Wafaa
Copywriting: Jay Roth
Webflow Development: Francesco Castronuovo
