Vesta Living
Challenging Perceptions of an Entire Industry
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recent work
recent work
Home improvement in New Zealand is a confusing and intimidating industry, with a huge knowledge gap between homeowners and professionals. Right now there's no trusted home improvement solution between YouTube and calling a tradie. Regulations are complex and poorly understood. Retail environments overwhelm with product choice but limited guidance. Online content is either too generic, overseas-based, or legally vague. The result is frustration, fear of doing it wrong, or costly mistakes. DIY Friday are pioneering a new way for kiwi homeowners to confidently and safely take on their own home improvement projects.
Paving a new approach while entering such an established market required very thorough market research to orient decision-making. We dug into how kiwi homeowners and trades actually think and feel about DIY, where their confidence drops off, where they get overwhelmed, and where the trust gap with existing solutions opens up. We found the greatest competition for the brand is the lack of safety and compliance clarity homeowners have around technical and MEP DIY. This groundwork surfaced the need for DIY Friday to address their existing brand assets. Playful and chummy was never going to cut through the level of trust the brand needs to build authority. From these insights we developed a tech-leaning DIY identity oriented around positioning the brand as a secure guide.
Design as Strategy
Design as art
