Brand systems, creative direction & campaigns
Homebase
Building and scaling the brand
(2021 - Present)
Since joining Homebase in 2021, I’ve helped lead the evolution and scaling of the brand across all major touchpoints.
From guiding the visual rebrand to building comprehensive brand and web systems, my role has focused on creating structure and clarity as the company grows. I’ve worked alongside, and at times managed, designers, copywriters, and external partners to execute campaigns across digital, print, video, web, and email, ensuring the brand remains cohesive, adaptable, and built for long-term scale.
In 2024/2025, we led a full brand evolution in partnership with external collaborators, including Bruce Mau Design, to reposition Homebase for its next stage of growth.
The goal was to reflect how far the company had come, from an early-stage scheduling tool to a comprehensive platform powering thousands of growing teams. We introduced a more confident, energetic visual language and a new brand platform, "Unstoppable teams start here" designed to signal momentum, scale, and ambition.
The rebrand focused on elevating the system, not just the look, ensuring the identity could flex across campaigns, product marketing, web, and emerging channels while clearly differentiating Homebase from competitors. Check out the rebrand video here.
