Getty Home Made — Brand Strategy, Rebrand + Website
Getty Home Made needed more than a visual refresh. The goal was to reposition the brand for a higher-value market, clarify who they were trying to reach, and build a website designed to turn interest into qualified opportunities.
I led the market and brand strategy, including audience segmentation, competitive positioning, service prioritization, messaging architecture, brand differentiation, and conversion strategy. That work informed the new brand direction, website experience, and messaging throughout the customer journey.
The rebrand positioned Getty Home Made around a more elevated, emotionally driven idea of home while still communicating the quality, trust, craftsmanship, and attention to detail expected by high-value homeowners.
The website was then structured around the needs and motivations of key customer segments, with clearer service pathways, stronger positioning, credibility-building content, and a focused consultation journey.
Within 30 days of launch, the new website generated more than $780K in leads.
The project connected market strategy, brand positioning, UX, messaging, and conversion design to create a brand that looked stronger and performed like a business-growth tool.
Audience + Market Strategy
Before moving into design, I developed a clear audience and market strategy to understand who Getty Home Made needed to reach and what mattered most to those homeowners. I identified key customer segments, their motivations, pain points, service needs, and decision-making priorities, then used those insights to shape the brand positioning, messaging, website structure, and conversion strategy. This ensured the new brand was built around real customer needs, not just a visual direction.
