The new Yuhu

Yuhu was a propery-tech company focused on improving the multi-family rental experience.

The challenge:

Fragmented and lacking a clear position and voice, Yuhu's brand was falling flat. The goal of our brand redesign was to create a position that was true to who we were, what we did, and the impact that we made.

Step 1: establish a mandate

Align management on the importance and need for a rebrand.Ensured we had support and secured an internal champion (our CEO, Hugh)for the initiative. He helped provide resources and buy-in.

Step 2: build a team

A brand touches all aspects of the organization and impacts the way people work. Building a cross-functional team was crucial for alignment and greater team buy-in.

Our team involved: CEO, product, design, sales, and people ops.

Step 3: develop a strategy

Through workshops and brand strategy exercises, together we gained a more concrete sense of our brand personality, company values, and a strategy for standing out in a market that can be oh so homogenous.

Step 4: execute!

The team selected a creative direction that we dubbed “Paperland”. The use of photographed paper art as our central motif added a modelled look that is difficult to attain using 3D modelling software. Special shout out to Maria Laura Benevente who created the illustrations entirely from paper.

We combined Maria's illustrations with a neutral background and geometric typeface to complete the “look” of Yuhu’s products and marketing designs. Our team also felt that our brand should impute simplicity, so we kept layouts as clean and uncluttered as possible.

The outcome:

The rebrand helped Yuhu occupy a unique creative territory within the industry. It also set the stage for the simplicity and user-friendliness of our products, and the approachability of our team.

Finally, by applying these foundations to our product design system, we were then able to create a consistent experience across our products and reinforce our brand’s qualities such as approachability, simplicity, and fun at every touch point.

Yuhu was acquired by HappyCo in 2022, a year after our rebrand.