Home Franchise Concepts Unveils New Brand Identity Celebrating Its People and Community

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Feb 03, 2025, 09:10 ET

The New Identity for the Leading Home Services Franchise Platform Company Serves as a Heartfelt Transformation Reflecting Passion, Growth, and Innovation

IRVINE, Calif., Feb. 3, 2025 /PRNewswire/ -- Home Franchise Concepts, a subsidiary of JM Family Enterprises, announced today a total brand refresh and enhanced mission to focus on the people at the core of the brand's success. This new transformation serves as a blueprint for growth going forward, solidifying the brand's leadership position in the home services industry. Rooted in the company's genuine passion and caring culture, the refreshed identity underscores Home Franchise Concepts' commitment to franchise owners, associates, and the communities it serves.

Rooted in the company’s genuine passion and caring culture, the refreshed identity underscores Home Franchise Concepts’ commitment to franchise owners, associates, and the communities it serves.

The intention of the brand refresh is to energize the Home Franchise Concepts community while driving growth, investment, and development across its entire portfolio. After studying the competitive landscape, speaking with franchisees, and looking inward to determine how to approach the brand's new positioning, their research pointed to creating an outward expression of the warmth, support, and sense of belonging Home Franchise Concepts offers to its family of brands and the people who make it successful.

With these efforts, the rebrand introduces a powerful new logo that incorporates heart and home icons, symbolizing the company's dedication to the home services category and the people who drive its success. The heart represents the passion the brand pours into helping franchise owners thrive and the enthusiasm they bring to growing their home service businesses. With Home Franchise Concepts' established reputation, the refresh revisited the brand's existing logo to transform the familiar heart and home elements into an inspiring new identity that places greater emphasis on the home. "Our logo is the simplest graphic expression of who we are, what we do, and what we stand for," said Andrew Skehan, President and CEO of Home Franchise Concepts. "Our refreshed branding reflects our optimism, pride, and confidence in the future. The clean designs ensure our brand maintains its visual consistency and excellence."

Complementing the new logo is a modernized color palette reflecting the warmth of the brand, along with photography that celebrates Home Franchise Concepts' most valuable asset: its people. The imagery captures authentic moments, showcasing the real heroes behind the brand – the franchisees and associates who embody Home Franchise Concepts' culture and values.

"Our transformation is about more than just a new look. It's a reflection of our commitment to innovation, growth, and industry leadership," Skehan continued. "At Home Franchise Concepts, we change lives through entrepreneurship. This brand refresh positions our people and our portfolio of brands as best-in-class franchise leaders, enabling us to stand out in every space we compete in."

Further, a cornerstone of this brand evolution is Home Franchise Concepts' new tagline, "Building Futures Together." This empowering message highlights the company's unique role in fostering financial independence and success for individuals and families, as Home Franchise Concepts is a proven leader in transforming people's lives through franchising. Providing robust systems and support, the brand empowers entrepreneurs to build successful businesses that deliver exceptional services to customers and communities.

Excitingly, the new branding will be unveiled at the 2025 International Franchise Association Convention on February 10-13 in Las Vegas. To engage with the franchising community on-site, Home Franchise Concepts has planned an interactive rollout of the new branding featuring a scavenger hunt throughout the convention. One of the hunt's challenges will invite attendees to 'Build Futures Together – Piece-by-Piece' by completing a branded puzzle, adding a fun and engaging element to the experience. Attendees can follow along on the brand's first-ever Instagram page @HomeFranchiseConcepts.

As for the brand's plans for further growth, Home Franchise Concepts is looking toward elevating even more promising franchise brands in high-potential markets and growing them into powerful segment leaders. This evolution aims to propel the brand toward a future of sustained success, driving growth and fostering meaningful relationships with their franchisees, associates, and customers.

"For us, it's always been about people, and it always will be," Skehan emphasized. "Together, we are strengthening the Home Franchise Concepts reputation and legacy, ensuring that we can keep Building Futures Together."

To learn more about development opportunities within Home Franchise Concepts' family of brands, including AdvantaClean®, Aussie Pet Mobile®, Bath Tune-Up®, Budget Blinds®, Concrete Craft®, Kitchen Tune-Up®, Lightspeed Restoration™, PremierGarage®, The Tailored Closet®, and Two Maids®, please visit homefranchiseconcepts.com.

About Home Franchise Concepts

Home Franchise Concepts®, is one of the world's largest franchising systems in the home improvement goods and services space, among the world's largest franchise businesses and a recognized leader in franchisee-franchisor relationships. Home Franchise Concepts' brands, including AdvantaClean®, Aussie Pet Mobile®, Bath Tune-Up®, Budget Blinds®, Concrete Craft®, Kitchen Tune-Up®, Lightspeed Restoration™, PremierGarage®, The Tailored Closet®, and Two Maids® are supported by more than 2,600 franchise territories in the U.S., and Canada. For information on franchise opportunities, please visit http://homefranchiseconcepts.com/.

About JM Family Enterprises
JM Family Enterprises, Inc. was founded by automotive legend, Jim Moran in 1968. It is a privately held company with more than $20 billion in revenue and more than 5,000 associates. Rooted in automotive and united in its strong culture and core values, JM Family is in the business of helping other businesses succeed. As a long-term partner, it is invested in its companies, associates and its communities. Driven by exceptional performance, current subsidiaries are in the automotive, financial services, franchising and specialty distribution industries. Its family of companies includes: Southeast Toyota Distributors, JM&A Group, World Omni Financial Corp. (dba Southeast Toyota Finance), JM Lexus, Home Franchise Concepts®, Futura Title & Escrow and Rollease Acmeda. Interact with JM Family on Facebook, Instagram and LinkedIn.