For the longest time, work has been perceived as something that comes at the expense of living. Because of that, we were left with two options: to live to work, or to work to live. Given the evolution of work and new expectations around work-life balance, we needed to portray the HYR brand so that, rather than another on-demand work app, it’s seen as a lifestyle brand. Ultimately, what we’re striving to create with HYR is a lifestyle brand driven by quality workers. Therefore, we must develop an aspirational brand that gets users thinking about what they would do with more time, and what they could do with more money.
HYR must be seen as a solution to the current workplace: a brand that’s an ally of workers, like Uber was positioned as an ally to taxi riders, and Airbnb was positioned as an ally to travellers.