When ServiceMaster spun-off American Home Shield (AHS), a leading home warranty company, AHS saw an opportunity to grow beyond their traditional market.

To successfully navigate this spin-off and poise the new brand for growth, the company partnered with Lippincott. Our goal? Showcase the company’s technological capabilities and optimally position the brand to successfully expand its offering into broader, on-demand home services. This pivot required a new positioning, name and logo that could tell the right story.

We created a brand strategy rooted in dedication and service to homeowners looking for more modern ways to deal with the hassles of home. The positioning speaks to the historic strengths (including its uniquely-managed contractor network) and new capabilities (like cutting-edge digital engagement) that ensure caring, seamless home service experiences.

The new name – “Frontdoor” – brings that strategy to life, signifying an easy, friendly and supportive experience. The logo uses streamlined letterforms as a nod to hassle-free, technology-enabled experience. Warm colors convey the people-driven, customer-centric approach. Approachable and intuitive, the new identity connotes the company’s essential role in serving homeowners’ every need.

The spinoff was completed in October of 2018, with the new company well-poised for exciting growth.