Thumbtack brand guidelines
The who:
Thumbtack is the app where you can find local pros to fix, maintain and improve your home. Homeowners can search and book pros such as handymen, landscapers and more.
​
The what and why:
Thumbtack rebranded in 2018, but the guidelines only covered the basics. Employees outside the Creative team had no idea what the brand stood for.
​
So we put our heads together and audited every single piece of creative since 2018. After many thoughtful discussions, scribbled post-it notes, and Figma comments later, we came up with a set of guidelines and vague ideas for a better brand story. The next step? Making it all readable. My time to shine.
The website
The guidelines live in a website, designed to be a one-stop shop where employees can find brand rules, story, and assets. I wrote the entire website, as well as the new brand story. Here is a snippet from the homepage. You can also check out the website here.
The guidelines
The guidelines covered everything from Typography to Photography. Here are a few excerpts — scroll through to see how it all came together.
The launch
We also planned an internal launch, which sadly never happened due to the pandemic. But I'm proud of the materials we put together, which included a printed version of the brand story for employees to keep at their desk. Scroll through and take a look.
I also wrote posters that we would put up around the office on launch day, to entice employees to check out the website. The team at Thumbtack can be a competitive bunch, and trivia always goes down like a treat.
Project credits:
Designers: Lo Hayes, Jacob Ewing, Kaitlyn Eleniak
Creative direction: Lindsey Carreon, Chi Thorsen-McCarthy, Andrew Johnson
Production: Jen Burkhardt, Greg Martinez, Emily Maubach, Kevin Tsukii
Brand management: Taylor Schwartz
Website build: Jason Tighe