Housejoy, a tech-driven construction, renovation, interiors and home maintenance company catering to all home-related needs of Indian consumers, recently unveiled its brand mascot Joe. The mascot is a juxtaposition of human and technology — a superhero with super skills — as also an intelligent play on latter half of the brand name.
Joe will be Housejoy’s unifying factor across its two separate verticals and 20+ services and enable seamless and out-of-the-box communication and brand messaging, further resulting in better ROI. He embodies the common man who despite his unique and rare attributes is still perceived to be ordinary, just like the daily workers who are the true contributors to our economy. In a country like India, it is the workers including carpenters, plumbers, etc., who keep things moving and are no average Joe.
Sanchit Gaurav, Founder and CEO, Housejoy, said, “Housejoy’s business is built on the expertise of working-class heroes like plumbers, construction workers, beauticians and several others. We wanted a mascot who embodies their skills and eagerness to help on the one hand and Housejoy’s tech-enabled services on the other. This is how Joe came into being. With Joe as our mascot, not only will our messaging be more targeted but also enable a top-of-mind recall for our services. The mascot will help improve engagement and make Housejoy the go-to brand for any maintenance or construction needs.”
Alongside the launch of Joe, Housejoy has also given its logo a new identity to represent the brand ideology of being ‘home of the experts.’ The home symbolises all the services the brand undertakes including construction, renovation, interiors. The circle represents Housejoy’s constant presence. The logo also has derivatives of the color red which is considered powerful, energetic, and passionate, representing the pulse of the company.
Housejoy has become a preferred brand for IRC services in cities like Bangalore, Hyderabad, and Chennai. The brand’s construction and renovation business is growing at the rate of 20% MoM and its future plans include building 2,000 homes in less than two years. Joe will now be a part of most of Housejoy’s communications and will become the brand’s face.
Housejoy’s team has so far delivered 100+ projects. The brand has raised investment to the tune of $30.2 million from investors such as Amazon, Matrix Partners, Growth Story, Vertex Ventures, Qualcomm, and others. Going forward, Housejoy plans to scale up its construction business in cities across the country, apart from Bengaluru.