Houzz Pro – Building a Sub-Brand

BRANDING

In 2019, Houzz launched Houzz Pro: a project management software for home professionals to manage home renovation projects from start to finish. I worked with our in-house team to craft the initial brand look and feel and execute design deliverables against the team’s GTM strategy.

OVERVIEW

Helping home professionals find clients and manage projects – all on one platform

Prior to the launch of Houzz Pro, Houzz was one of the largest platforms connecting homeowners and home professionals. But after initial contact, most home projects would be managed on unruly email chains, multiple spreadsheets, and even pen and paper. After acquiring design management platform Ivy, Houzz launched Houzz Pro: a project management software that allowed pros to convert leads found on Houzz into projects and manage them from start to finish – all in one place.

The challenge for our scrappy in-house design team was to introduce Houzz Pro in a way that connected the dots for existing Houzz users, Ivy users, and potential new users. How could we showcase that this was an all-new software, but still houses the features that pros use on a daily basis? How could we speak to an audience that included multiple types of home professionals with differing needs and expectations? This presented a unique opportunity for the team to build a flexible sub-brand that felt fresh, exciting, and would ultimately support the home professional community in delivering amazing work for their clients.