Hipages, Australia's largest online tradie marketplace, has undergone a significant brand transformation in collaboration with FutureBrand Australia.

The company has evolved from a leading marketplace to a Software as a Service (SaaS) platform. The new brand strategy, identity, and experience see Hipages retain its distinctive logo and use of orange as part of a comprehensive brand identity system. The brand renovation aims to enhance the brand’s impact and elevate the platform experience for tradies and homeowners.

"Our business transformation was the catalyst for evolving the Hipages brand. This investment in our brand will help us become the go-to-brand for home improvement services in Australia and will play a pivotal role to enable our business growth," Vice President of Marketing for Hipages, Nick Ellery, said.

Head of Brand & Communications for Hipages, Carolin Sternberg-Heyze, added, "We were looking for a partner with strong credentials in brand strategy and brand identity development and their application to digital products and services to help us strengthen Hipages’ brand image and perception in the market, so that we can not only drive instant recognition and irresistible appeal with our audiences for years to come, but commercial outcomes for the business. In FutureBrand we found this partner."

The brand renovation is being implemented across the business, starting with the launch of Hipages tradiecore, Australia's first end-to-end leads and job management platform for tradies.

FutureBrand Australia CEO, Rich Curtis, commented on the collaboration, "By helping to bolster Hipages’ business transformation and turn strategy into reality, we’ve not only reinforced Hipages’ purpose but also renovated its brand strategy, identity and experience. What made this possible was working together with the Marketing, Product and Technology teams – to equip them with brand tools and training so that the brand can work harder in those moments that matter to build an altogether better experience."