Big bear Home Services
Subscription home-maintenance brand, website, and AI lead system
Home Services · Greater Boston & North Shore · 2024
At A Glance
My Role
Creative Director / Art Director / PM
Services
Branding system · Website (subscription-first) · Content kit · AI chatbot & automations
Tools
Adobe CC · WordPress + custom subscription modules · Conversational AI · CRM/Calendar integrations.
Timeline
Strategy → brand → site → chatbot in 10 weeks.
Audiences
Homeowners across Greater Boston & North Shore.
Challenge
Introduce a subscription-based handyman service in a market used to one-off, transactional jobs—explain the value, keep the UX simple, and automate intake so the team can scale from day one.
Direction
Lead with approachable professionalism—a friendly bear mascot for memorability + a clean, trustworthy visual system—and build the entire experience around ongoing care, not emergencies. Architect the website and chatbot to educate first, then qualify and route leads to the right subscription tier.
Solution
Branding & Visual System
Mascot-led identity (strength + warmth), clear type scale, service icons, and a toolkit for print, trucks, and neighborhood flyers—so the brand is recognizable online and on the block.
Web & Digital
WordPress build structured around subscriptions (tiers, inclusions/exclusions, FAQs), with progressive disclosure to teach the model without overwhelming. Payment/CRM ready and easy for the team to update.
Content & Education
Comparison tables, seasonal checklists, and email onboarding that shift homeowners from reactive repairs to proactive maintenance (peace of mind vs. panic).
AI & Automation
A conversational agent that answers FAQs, qualifies by service area & needs, recommends a tier, and books the first visit—syncing to CRM and scheduling tools. Built for handoff to humans when needed.
65%
of initial customer inquiries resolved by chatbot (lower cost per lead, faster response).
First-month
subscription signups exceeded targets (education-first UX).
Closing
Big Bear shows how I direct brand, web, and AI systems to launch a modern service business—turning a new model into something homeowners understand and trust. If you’re building a subscription offering (or shifting from one-off jobs), I can lead the strategy, design, and automation to make it work.
