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Cobranding our business-to-business brand, Houzz Pro, with our business-to-consumer brand, Houzz.
Introduce the Houzz brand and Houzz Pro software to Nasdaq’s investors in New York City’s Times Square.
The Solution
In January 2021, we were presented with an incredible opportunity by Nasdaq to advertise the Houzz brand to millions of people in Times Square. Despite the very tight deadline, we recognized the potential and eagerly embraced it. Through collaborative brainstorming sessions with our brand and PR team, we devised a strategy to leverage this exposure to promote the Houzz brand and showcase our innovative project-management software, Houzz Pro, designed specifically for home renovation professionals.
The Deliverables
Times Square Billboard,
Social Posts,
The Team
Nick Klein, Photographer & Animator
Andrea Novo, Sr. Brand Designer
The Process
The primary problem I faced was establishing a quick and seamless connection between our consumer-facing Houzz brand and our business-oriented product, Houzz Pro, given the prime location of Times Square. Collaborating closely with our in-house animator and PR team, we explored two approaches to bridge the two brands.
However, considering the time constraints, the PR team ultimately concluded that both directions were overly intricate. As a result, the decision was made to have both brands share the live billboard, alternating between two distinct messages.
Direction 1 | Celebrating 10 years of Houzz
The first direction focused on celebrating Houzz's ten-year anniversary and the launch of Houzz Pro. We also aimed to show how the two brands work together. Our goal was to attract homeowners looking for quality local renovation professionals via Houzz Pro, which simplifies the process for both homeowners and professionals.
Direction 2 | Find a Houzz Pro Professional on Houzz.
Direction two focused on homeowners hiring top home professionals with the right tools. The messaging suggests that home professionals using our Houzz Pro Software are the best, and it will simplify the renovation process.
