Neighborly 2024 - Ronak Patel

CAMPAIGN SYSTEMS, MULTI-BRAND DESIGN, PRINT, DIGITAL & OOH

NEIGHBORLY 2024

"When the Problem's Bigger than You"

PROBLEM:

Neighborly is a hub for home services — an umbrella over service brands including Five Star Painting, The Grounds Guys, Window Genie, and Mr. Appliance, each with its own established identity, color world, and customer relationship. The campaign had to do two things that pull against each other: give every sub-brand a version that felt authentically theirs, and make all of them unmistakably read as Neighborly. On top of that, "When the Problem's Bigger Than You" had to survive extreme format compression — from a 160×600 skyscraper banner to a horizontal billboard, a 20:1 swing in aspect ratio, with the same headline, the same pro, and the same logo lockup landing in every one.

APPROACH:

I designed and laid out the campaign across digital banners, social graphics, print postcards, and out-of-home. Rather than adapting each execution individually, I worked from a fixed structural logic — headline anchored top, the pro centered as the hero, brand lockups held at the base — and let each sub-brand's palette carry the differentiation: navy and orange for Five Star Painting, green and yellow for The Grounds Guys, Neighborly's blue for the umbrella. That let the system flex two ways at once, by brand and by format, without a designer re-solving the composition every time. The narrow banner formats got their own treatment — the headline swapped for "Your Hub for Home Services" with a direct "Schedule Today" CTA — because a skyscraper can't carry the full line and stay legible.

OUTCOME:

A complete campaign system spanning multiple sub-brands and four format families, running across digital, social, direct mail, and large-format out-of-home. Every execution reads as one campaign at a glance while still belonging to the specific brand a customer is about to hire.

AGENCY: McKinney

CLIENT: Neighborly

CDs: Paul Feldmann, Jacq Quinton