HomeServe

HomeServe needed to modernize and humanize its brand through advertising, while also identifying which positions drove real conversion. The existing creative felt functional but flat — the goal was to find messaging with warmth, clarity, and performance.

I built out brand positioning options and an overall testing strategy, then wrote all collateral for the campaigns — ads and landing pages across multiple positions. The work explored different emotional and functional angles: urgency and relief, trust and expertise, simplicity and peace of mind. Performance data from testing revealed which combinations of message and creative drove the strongest results.