Naming a company to describe efficiency and homeliness

Using company naming and the strapline to work together
to create the desired impression

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The brief to Greenhill McCarron was naming a company creating a strapline and developing the complete corporate identity for a new company start-up. The Home Management Business exploits a £9bn market by solving the time : opportunity conundrum for the consumer. It does this by enabling targeted households to buy Domestic Services from a single source. There is currently no national competitor in this space.

The strategy defined was to set out to own the category and to use the company naming as a key element of the strategy.

In naming the company 'The Home Management Business', Greenhill McCarron ensured that this new business can own the category from the outset. The formality used in the naming is designed to give reassurance to overcome the consumer's lack of familiarity with the sector. This formality is deliberately offset by the company identity 'look and feel'. A greater sense of personality is delivered through the strap-line, 'The People Who Do', and the illustrative style by cartoonist, Royston Robertson, which adds the human touch that is so important for a company that is going to come into your home. This dependable formality and approachable personality in the naming and the strapline is coupled with a deliberate sense of cleanliness and tidiness derived from white space and very self conscious graphic structure that are such strong features of the corporate identity.