Better Homes for Everyone
In 2015, we connected with Whole New Home, a marketplace for home professionals. Despite boasting over 20,000 active listings, they were struggling to monetize on subscriptions and discussed with us an idea to pivot the company to focus on interior designers. What they needed was a captivating brand and product direction.
We worked together to land a new company name — Kabuni — and proceeded to craft the verbal identity of a future brand. Using our positioning framework, we identified the strongest fit between the needs of the audience and Kabuni’s solutions. We zeroed in on a positioning statement, which expanded into vision & mission, brand story, voice and a short pitch-like description of the company:
Kabuni is a community-driven marketplace for home designers, design lovers, and makers, where every purchase makes an impact.
The name of Whole New Homes’s charity foundation Better Homes For Everyone became Kabuni’s brand promise to its audience: to create a sense of home for those in need through creating a sense of home for its customers. Better Homes for Everyone has become the organization’s Massively Transformative Purpose.