Nestaway Brand Revamp
Post-acquisition, Nestaway was struggling with a “bachelors-only” perception and legacy negative sentiment, impacting trust and consideration. I led a deep diagnosis to understand the perception gap and identified that families were being discouraged despite the product being well-suited to them.
Based on this insight, I led a comprehensive update to Nestaway’s visual identity and positioning — redefining the logo, evolving the color palette, and setting a warmer, more inclusive tone of voice across the website and content. The shift toward a community-first narrative helped ease the perception crisis, increase organic traffic by 10%, and drive a 50% increase in family cohort contribution.
Nestaway Brand Revamp
When Nestaway entered a post-acquisition phase, the brand was carrying a long-standing perception problem. It was widely seen as “only for bachelors” and burdened with legacy negative sentiment — both of which were hurting trust, organic discovery, and consideration. The challenge wasn’t just to refresh how the brand looked, but to realign perception with reality.
I started by diagnosing the gap between perception and product truth through sentiment analysis, reviews, and direct customer conversations. What emerged was a clear perception gap — the “bachelors-only” image was discouraging families from even considering the brand, despite the product being well-suited to them.
Based on this insight, I made the call to fundamentally reset the Nestaway brand. I led a comprehensive revamp of the brand and visual identity — redefining the logo, evolving the color palette to be warmer and more inclusive, and setting a new tone of voice. This direction extended across the website UI/UX and content, repositioning Nestaway around a community-first narrative that resonated across life stages and moved the brand away from a transient, youth-only image toward one built on stability, trust, and belonging.Paired with clearer communication around on-ground product and service improvements, the revamp helped ease the perception crisis, increase organic traffic by 10%, and drive a 50% increase in family cohort contribution, putting organic interest and consideration back on an upward trajectory.
