HomeStart offers hope for home ownership in new brand relaunch via Showpony

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HomeStart offers hope for home ownership in new brand relaunch via Showpony

For many Australians the dream of owning a home feels further away than ever. But HomeStart’s new brand platform from Showpony looks to create hope for those who feel shut out of the housing market.


Reflecting HomeStart’s determination to open doors to home ownership, and innovative loans to help make it happen, “It’s home time” is an optimistic and confident statement of purpose.

Says Andrew Mills, CEO, HomeStart: “A lot has changed since 1989, when HomeStart began. But what motivates us hasn’t. At HomeStart we fundamentally believe that all South Australians should have the opportunity to own their own home. At a time when it’s getting harder and harder to do that, we’re more committed than ever to finding ways to help South Australians enjoy the benefits of home ownership.”


“It’s home time” is brought to life in a 360 campaign that celebrates the candid, emotional, individual moments when home ownership becomes a reality. Directed with a storyteller’s eye by Ant McPhail, the video spots bring together diverse stories with a common thread – the importance of having your own place in the world.

The work was developed after a competitive creative pitch in 2023, with Showpony reappointed after close to a decade of holding the account.

Says Parris Mesidis, executive creative director, Showpony: “What HomeStart offers is so vital. Just look at the housing market – it’s never been more important. After almost a decade of working together, it was exciting to approach the brand with fresh eyes and create something to speak to this moment, and beyond.”

The campaign also marks the unveiling of a new brand visual identity, developed by Showpony.

Says Rory Kennett-Lister, creative director, Showpony: “Our aim was to create an identity that reflects HomeStart’s values of opportunity, determination, openness, simplicity while equipping the brand with everything it needs to remain dynamic and distinctive.”

Adds Mills: “Together, our new brand platform, visual ID and campaign will ensure we can continue to deliver on our purpose and give people the freedom to pursue a better future.”

HomeStart offers hope for home ownership in new brand relaunch via Showpony HomeStart offers hope for home ownership in new brand relaunch via Showpony

Client: HomeStart
Andrew Mills, CEO
Vas Iannella, Chief Customer Officer
Chris Warden, Marketing & Comms Leader
Alana Walker, Marketing Specialist B2C
Abbey Matson, Graphic Designer

Agency: Showpony
Parris Mesidis, Group Creative Director
Jamie Scott, Group Managing Director
Rory Kennett-Lister, Creative Director
Andy Scott, Senior Creative / Copywriter
Chris Kim, Head of Art
Althier Alianza, Art Director
Annika Turon-Semmens, Junior Art Director
Ana Coelho, Head of Strategy
Sam Cavallaro, Account Director
Julia Palombo, Account Manager
Brooke Loveday, Account Executive
Lisa Browne, Agency Producer
Alex O’Neil, Producer
Rikki Manning, Production Assistant
Patrick Cotter, Editor

Ant McPhail, Director
Jani Häkli, Director of Photography
Seeing Sounds, Music Composition