Launching Abodewell

Goodbye Amne, hello Abodewell! After two years of Amne, it was time for an update.

overview

Abodewell (formerly Amne) is the simplest way to sell your home. Sellers benefit from a data-driven competitive offer within 48 hours, a guaranteed sale, no contingencies, and the ability to manage their transaction process online, for the same price as a traditional listing. One big challenge Amne has faced since launching in 2017 is convincing people to give the whole “iBuyer” thing a shot, instead of immediately signing an contract with a listing agent. We decided to relaunch as Abodewell to consumer friendly brand, that integrates our learnings from these past 2 years.

The name Abodewell stems from “abode” (home), and “bodewell” (a sign of good things to come). Shifting Abodewell’s positioning from utility to experience, the new brand focuses on how easy and stress-free life can be when you sell your home using Abodewell. The new logo and brand identity aims to communicate the Abodewell’s qualities – friendly, simple, reliable. We softened our color palette, employed a simple sans serif, and introduced a circle motif that can be adapted and utilized throughout the rest of the brand.

It was important the brand identity could be easily integrated into the existing brand so that the team could prioritize switching over the most important changes, and transition lower priority items over time. This meant keeping the majority of our color scheme, only adding colors that could work with our existing palette, and making sure our photography style could stand next to our existing illustrations.