It all started in a basement in Mississauga, after two brothers struggled to find a reliable plumber. Born in 2012, AskforTask has grown into one of the most trusted systems for booking help with tasks around the home and it has been an exhilarating rollercoaster ride. We are mature enough to be viewed as a trustworthy service that people can rely on. May 2016 marks a pivotal month for AskforTask: the complete company-wide rebrand and the launch of the new app for booking tasks.
Over the last year, our Askers (customers) have become our loyal advocates as they understand the convenience along with the financial and timesaving potential that our services bring. Many of our users have now booked recurring tasks with us and have a strong bond with their Tasker whom they request on an ongoing basis. Our Taskers (workers) are also better trained, have a strong alignment with our brand, and have become proficient in utilizing the app to take control of their life to bring in work and money.
For AskforTask, this is the not the first time that our logo has gone through adjustments. However, this time, it’s a bit different. We decided to redefine the brand that would not only signify our journey so far but also solidify our brand values and future path.
Why the big change?
AskforTask is a proud Canadian company that is focused on one very simple mission, “to be the world’s largest local marketplace for daily errands”. Since our initial launch in 2012, we have made a positive impact in the communities in which we operate, by helping people help people. As the company became more established, we realized that our voice and image was in need of a refresh, to better represent our services and to foster growth. It is our hope that the new identity will allow users to feel a sense of satisfaction when they are able to simplify their busy lives so that they can spend more time doing what we want, not what we have to.
Going back to our parent’s and grandparent’s generation, everything had a very localized approach. Support for your neighbour was very common. Even though technology has made the world seem smaller, we have started to drift apart. Social media platforms were developed in order to better connect you with your friends and family, but they have actually reduced our ability to do so on a personal level. The idea of AskforTask is to utilize the power of technology to bring back that sense of community and reconnect people face-to-face through matching those who want tasks done, and those who can do them.
What is the glue that really holds this system together? Trust. The rebrand runs much deeper than a change in logo. The Tasker on-boarding system has been completely restructured through incorporating interviews, full training, and creating an extensive vetting system. This is how our community can feel safe and comfortable with them in their own homes.
Collaboration with Local Creatives
The creative team at AskforTask teamed up with a Toronto based design agency to reimagine their brand universe. The new brand, including a logo, icons, web, and app design, needed to reflect the re-focused trajectory of the digital platform and hone-in on what it means to be an AskforTask community member.
“We wanted to dig deeper into what it really means to “Get Stuff Done” within the sharing economy today. No matter what you need help with, there is a highly skilled person in your area to help you get it done; someone you can trust in your home space.” – Muneeb Mushtaq, CEO
Preliminary design sketches:
Origins of the Busy Bee
“Getting Stuff Done” in the AskforTask universe relies on a synergy between Askers and Taskers; Askers value their time, money and the reliability of the services they access. Taskers want to apply their skills to generate an income with the help of a seamless digital experience.
Dozens of conceptual directions were explored to describe the helpfulness and the efficiency of the AskforTask platform. As the team dove deeper into the heart of the brand, we began to see the Taskers as helpers for the home. Images of the “busy bee” and the “thriving hive” emerged.
“There’s a balance between being “busy”, and being “free” which we wanted to play with. The bee was our humble inspiration – The hive can’t thrive without it!” – Rebecca Brunette, Designer
The bee has come to represent our busy lives. We are constantly on a mission, running from place to place, seldom stopping to really smell the flowers. We seem to be increasingly left with less time on our hands with work, family, friends, events, and social media. For us, the honey bee represents both sides of our business – the customers (Asker) who are busily completing their everyday commitments, and our workers (Taskers) who embody all of the traits of a honey bee: hardworking, efficient, organized, social, and very skilled at what they do.
Multiple bees come together to make a community. Though small in size, their collective effort is giant.” – Terry Popik, Designer
The Honeycomb and the Hive
The honeycomb is a core building block prevalent in nature due to its efficiency. The structure is like that of our smart technologies – hidden from view, but highly sophisticated and ordered. It contains inner richness that allows the community to thrive. The honeycomb also represents the completed tasks. It is a visual representation of a Tasker’s successes. You can see this shape throughout our website, app and integrated into our icons. The hive represents the home of the Asker and also our entire AskforTask community. It is an organized system that works smoothly, efficiently and produces a great result!
Better services. Fresh look.
Not only have we freshened up our look, but we have also introduced some new categories! The four old categories included cleaning, handyman work, movers, and general help (anything from snow shovelling to dog walking). The categories have now gone through a complete makeover and have expanded out into eight areas of help: cleaning, handyman, painting, plumbing, renovations, moving, electrical, and general help. So whether you need your bedroom painted, your house cleaned or new faucets installed, there is now something for everyone.
Of course, an identity is about more than just a logo and symbols. Therefore, we have redesigned our website and have launched a brand new app for our Askers! We want to be able to walk the walk not just talk the talk about efficiency, ease of use and reliability of our services. To do this, we have integrated some great features into our new app like booking recurring tasks, the ability to request your favourite Tasker, incorporating an accurate price estimator tool, and upgrading the design and flow so that posting a task is a breeze. We have remodelled every AskforTask touch point to create a unified and consistent experience for our users.
As always, we look forward to receiving your feedback on our new brand identity. We also would like to thank you for your continued support and for helping us in becoming the #1 service marketplace in Canada. We are excited to continue this journey with you and offer more features, value and help with all of your tasks.