Building a challenger B2B brand that stands out with meaningful engagements.
This B2B company buys houses and customizes them for people with disabilities. They offer their customers (caregiving companies) a full-service real-estate solution - from home building and customization to leasing and property management.
Nestidd was the new kid on the block in a crowded field and it was hard to see what made them different. We helped them discover their meaning: Nestidd supports people with disabilities and those who care for them. This expanded their mission from supporting the IDD community and their caregiving customers to include the DSPs (direct service providers) who provide the care on a day-to-day basis. The DSPs are grossly underpaid for the important work they do, which results in tremendous turnover and inconsistent care for the people living in their homes. This has given Nestidd a unique POV and an emotional rallying cry.
We then developed an identity and messaging to differentiate them in the marketplace. The logo is modern and yet as welcoming as home and the identity is bold and trustworthy. Narrative, conference materials, and brand activations like their #ThankADSP program followed.
Nestidd has successfully disrupted the category and is expanding rapidly to more states across the US. They are growing internally as well - we've helped them launch two sub-brands, Nestidd360 (facilities management for care providers) and Plantidd (a nonprofit that creates life-enriching gardens in caregiving homes).