HomeStart, a South Australian-based company, has unveiled a new brand platform, 'It's Home Time', developed by Showpony.

The platform reflects HomeStart's ongoing commitment to aiding South Australians in achieving home ownership. The campaign includes a 360-degree approach, featuring video spots directed by Ant McPhail. These videos highlight diverse stories of home ownership, emphasising the significance of having one's own place.

Showpony was reappointed to develop the work following a competitive creative pitch in 2023. The campaign also introduces a new brand visual identity for HomeStart, created by the agency. The new brand identity aims to reflect HomeStart's values of opportunity, determination, openness, and simplicity.

"A lot has changed since 1989, when HomeStart began. But what motivates us hasn’t. At HomeStart we fundamentally believe that all South Australians should have the opportunity to own their own home. At a time when it’s getting harder and harder to do that, we’re more committed than ever to finding ways to help South Australians enjoy the benefits of home ownership," said CEO of HomeStart, Andrew Mills.

According to Showpony Executive Creative Director, Parris Mesidis, what HomeStart offers is vital.

"Just look at the housing market –it’s never been more important. After almost a decade of working together, it was exciting to approach the brand with fresh eyes and create something to speak to this moment, and beyond."

Showpony Creative Director, Rory Kennett-Lister, stated, "Our aim was to create an identity that reflects HomeStart’s values of opportunity, determination, openness, simplicity while equipping the brand with everything it needs to remain dynamic and distinctive."

"Together, our new brand platform, visual ID and campaign will ensure we can continue to deliver on our purpose and give people the freedom to pursue a better future," concluded Mills.