Worry-free homeownership

American Home Shield (AHS)

Worry-free homeownership

The situation

American Home Shield (AHS) is an established leader in the home warranty industry. For over 40 years, they’ve protected homeowners against appliance and system breakdowns. AHS enlisted Tank to revamp their brand from the ground up. Through extensive redesign and strategy-centered research, Tank developed concise digital assets that successfully refreshed their brand image.


Brand architectureBrand identityBrand positioningBrand researchCampaignsDesign systemsEmail/displayExperience designExperiential/printGo-to-marketNamingUI design & developmentUser experience research


As a result of a fresh brand image, the redesigned website generated an 88% increase in sales.

Brand identity

In order to reflect a changing demographic and competitive landscape, Tank reinvigorated the American Home Shield brand—including naming, identity, position and voice. Our branding initiative repositioned the company as friendly and approachable. Through meticulous consumer research, our design, strategy and content teams produced collateral that expressed AHS’ charismatic reliability.


Paid-search conversions improved by 110%, while reducing acquisition costs by 40% and improving top-line revenue by 30%.

Brand artifacts & collateral

In tandem with their re-imagined brand identity, Tank redesigned campaign collateral. “Worry less. Live more” stood as the pillar for American Home Shield’s welcoming and hearty identity. Tank worked with internal stakeholders, graphic designers, writers and strategists to produce targeted OOH and print ads. The renewed campaign image positioned AHS as an industry leader.

Experience design

To further establish American Home Shield as an all-encompassing resource for home warranty, Tank revolutionized each component of its digital identity. Tank conducted an extensive UX exercise to determine the most user-friendly site experience — supporting awareness, lead generation, and digital engagement. The solution to support the purchase of online purchases was simple: a responsive website redesign that met consumer uncertainty with confidence.