Home Franchise Concepts Embraces New Brand Identity Focusing on Community and Service

Home Franchise Concepts Redefines Its Brand Identity

On February 3, 2025, Home Franchise Concepts, a subsidiary of JM Family Enterprises, revealed a comprehensive brand overhaul designed to emphasize its deep dedication to the people driving its success in the home services industry. This new identity emerges from a genuine desire to celebrate the company's franchise owners, associates, and the communities they serve. Such a transformation underscores the brand's continuous growth strategy and its commitment to remaining at the forefront of the franchise sector.

The heart of this rebranding lies in creating an engaging community atmosphere, driving investments and developments across its diverse service portfolio. Through extensive evaluations of the competitive landscape and conversations with franchisees, the company sought to articulate the warmth and support that typifies the Home Franchise Concepts experience. This thorough research enabled the development of a new visual identity that encapsulates the brand's core attributes.

Central to the new look is a striking logo, which incorporates iconography of a heart and a home. This powerful imagery conveys not only the company's dedication to the home services category but also the passion that it infuses into helping its franchise owners flourish. Andrew Skehan, President and CEO of Home Franchise Concepts, articulated the philosophy behind the new logo, stating, "Our logo is the simplest graphic expression of who we are, what we do, and what we stand for." The redesign also promises to preserve visual consistency while presenting a fresh, optimistic outlook.

Accompanying the new logo is a thoughtfully curated color palette that radiates warmth, enhanced by photographic elements celebrating the brand's most significant asset—its people. The brand aims to showcase authentic interactions and moments, highlighting franchisees and associates as the true champions of Home Franchise Concepts' inherent culture and values. Skehan emphasized the importance of this transformation, stating, "It's a reflection of our commitment to innovation, growth, and industry leadership. At Home Franchise Concepts, we change lives through entrepreneurship."

A standout feature of this brand evolution is the introduction of their new tagline, "Building Futures Together." This message encapsulates the unique role Home Franchise Concepts plays in helping individuals achieve financial independence through franchising. By providing extensive resources and support, they empower aspiring entrepreneurs to create successful businesses that not only excel in service but also positively impact communities.

The grand reveal of this new branding is set to take place at the 2025 International Franchise Association Convention, scheduled for February 10-13 in Las Vegas. Home Franchise Concepts plans to engage attendees through an interactive scavenger hunt reflecting their new branding, inviting participants to 'Build Futures Together – Piece-by-Piece' by assembling a branded puzzle. This fun initiative will allow attendees to immerse themselves in the brand's fresh identity while connecting with the broader franchising community, including updates on their inaugural Instagram account, @HomeFranchiseConcepts.

Looking ahead, Home Franchise Concepts is determined to enhance its portfolio by elevating promising franchise brands in high-growth markets. This strategic vision aims to solidify the brand’s legacy and foster strong partnerships with franchisees, associates, and customers alike. Skehan reiterated the fundamental principal of the company, emphasizing, "For us, it's always been about people, and it always will be. Together, we are strengthening the Home Franchise Concepts reputation and legacy."

To learn about the various development opportunities within the Home Franchise Concepts portfolio, which includes established brands like AdvantaClean®, Aussie Pet Mobile®, and Budget Blinds®, visit homefranchiseconcepts.com.

About Home Franchise Concepts

Home Franchise Concepts is a prominent player in the home improvement franchise landscape, recognized as one of the world's largest systems in this niche. With a commitment to nurturing franchisee relationships, the company operates a wide array of brands supported by over 2,600 franchises across the U.S. and Canada.

About JM Family Enterprises

Founded in 1968 by automotive innovator Jim Moran, JM Family Enterprises is a privately held company, generating over $20 billion in revenue. With a diverse portfolio encompassing automotive, financial services, and franchising, JM Family is dedicated to fostering collaboration and success across various industries.