Smarter home maintenance and repairs

Client: House Ninja
Agency: Numatic Ventures
My Roles: Brand Consultant & Designer

House Ninja is an on-demand concierge service for home maintenance and repairs. Using a proprietary physical space evaluation procedure, the company apprehends the home inside and out so homeowners or renters can delegate all maintenance, repairs, and services to the professionals (aka "House Ninjas.") 

Numatic Ventures hired me as a brand consultant to apply a new perspective and aesthetic, advise the House Ninja executive team, and execute the remainder of the project already in flight.

My involvement started with a round of rapid interviews with the executive team, where we dug into concerns about the existing brand. We immediately recognized that the messaging needed to consistently and concisely express their unique brand differentiators to appeal specifically to their high-income target demographic. As a result of further audience analysis, I developed three distinct user personas and cohorts to create authentic connections with those who share mutual values, leading to a tighter brand narrative with a clear brand promise.

I unified the creative execution around a cohesive strategy that reflected the brand's repositioning - House Ninja handles the little things around the house, so you can focus on the big stuff that matters. The overall brand tonality was structured to be warm, attentive, and respectful, with conversational messaging to evoke feel-good emotions and crisp imagery that captures meaningful moments.

I changed the brand messaging from assertive ("we'll handle it") to compassionate ("we're there for you") and delivered a comprehensive brand playbook, including all the essential brand tools from fonts, colors, photography, and messaging hierarchy to a custom designed icon set. I also designed practical sample collateral, including posters, brochures, and Instagram posts, to provide clear and contextual brand applications.

House Ninja is now anchored by guidelines and instructions for those stewarding it with an undivided understanding of making the brand stand out among its peers with consistency, relevance, and success.

I authored, designed, and packaged House Ninja's 2022 brand guidelines so that the brand stands out and remains consistent, relevant, and successful.

House Ninja Brand Guidelines (2022)

Instagram Samples

Stationery and Business Cards

Direct Mailer

Direct Mailer Specifications

I designed House Ninja's custom icon set with a similar look and feel to the House Ninja logo, including round corners, matching line weight, and an emphasized element for visual consistency.


Campaign Posters