This work is relevant for design because it comprised an end-to-end rebrand of Airtasker, the task-outsourcing platform. The work transformed Airtasker from a relatively unbranded, product-focused company with low brand awareness to one with stronger awareness and increased loyalty in core markets. The new brand, with its bold strategic positioning, provided a strong creative springboard for new digital, marketing, and campaign messaging.

Airtasker is a task-sharing platform accessed via an app. Customers upload household tasks, such as gardening, DIY, or plumbing, to the Airtasker platform, where they are then undertaken by a member of the Airtasker community. It’s a peer-to-peer digital product that enables people to easily share their skills and get jobs done via a safe and simple app experience.

Founded in 2012, Airtasker had experienced impressive growth, but the brand had not received much investment.

The Airtasker team challenged us to create a brand that would improve loyalty and recognition, particularly aiding their entry into the saturated US market. We needed to strike a careful balance: a design solution too safe wouldn’t stand out, but anything too radical might undermine the platform’s legitimacy in newer markets. Simultaneously, we aimed to preserve and build upon the brand’s central elements, notably the logo and core blue color, which enjoyed high recognition in their home market of Australia.

Scope:

Brand architecture solution, brand strategy, visual design, tone of voice creation, brand guidelines, product sprint, website sprint

Budget: £350,000

To address the perception that AirTasker is complicated and untrustworthy, we developed the creative idea ‘let’s do this!’. This bold rallying cry reflects the energy and abilities of the AirTasker community, conveying the seamlessness and efficiency of the platform and putting talented Taskers front and center.

The go-getter spirit of the creative idea is felt throughout the brand, with dynamic typography and a can-do tone of voice bringing energy and action to high-impact brand moments. We brought the brand out of the digital experience and into the real world of the Taskers themselves, using a positive, sun-saturated photographic style and illustrative overlay to reflect their entrepreneurial spirit and skill-sets in an eye-catching way. The updated wordmark stays true to the brand's heritage while modernizing its interpretation.

The new Airtasker brand launched globally in January 2023, driving awareness in America and increasing top-of-mind awareness in the UK. A UK-based OOH campaign featuring the new brand achieved 72% brand recall, and overall aided awareness increased by 10%.