Thumbtack is a marketplace that connects two key audiences: homeowners seeking home services and pros who provide them. While most of Thumbtack’s marketing has traditionally focused on homeowners, there remained an important question: how should Thumbtack show up in spaces designed exclusively for pros?

In 2022, I co-lead the development of a dedicated set of pro brand guidelines tailored to this busy, no-nonsense audience. These guidelines shaped how we show up across pro only touch points like trade shows, targeted emails, landing pages and other specialized channels, ensuring our presence felt relevant and resonant for our pro community.