JTS · Belda · 2025

Belda Rebrand & Market Launch

The full rebrand of HomeSurv into Belda, a service marketplace connecting homeowners and businesses with trusted providers: a new name, identity and voice, a bilingual brand system, a rebuilt website and a phased launch.

Growth & BrandVisit belda.app ↗

Introducing Belda

Launch films · EN & AR

Two launch films introduced the new brand: an English brand reveal, and an Arabic explainer showing one app for every service, from booking to trusted providers and support.

Say hello to Belda · brand reveal · 0:17

Belda: one app for every service · Arabic explainer · 0:39

At a glance

Beldathe new name for HomeSurv

EN + ARone bilingual brand system

3audiences: homes, businesses and providers

2launch films, in English and Arabic

The objective

HomeSurv’s brand no longer matched its ambition. A marketplace growing beyond home surveys, into everyday services for homes and businesses, needed a name, identity and experience that customers and providers would trust, and a plan to reach both.

My role

As Marketing Director at JTS, I led the rebrand and the go-to-market strategy: positioning, naming, identity and tone of voice, the brand guideline, the launch content, and the new website, from UX and content structure to brand integration.

End to end

From HomeSurv to Belda

Before

After

01
Positioning
A clear role in the service-marketplace category: seamless, verified services for every space.
02
Naming
HomeSurv became Belda, with the promise “Seamless Services”.
03
Identity & voice
Logo, colour, typography, icons and a friendly, confident tone in English and Arabic.
04
Website
UX, content structure and brand integration for customers, businesses and providers.
05
Phased launch
A go-to-market sequenced in phases, with launch films and bilingual social content.

The brand guideline

An identity built on seamless connections

The emblem is a stylized “B” of interlinked lines: the seamless connection between clients and service providers. It carries a chain-link idea for trust, a subtle smile for customer satisfaction, and a pin-and-checkmark cue for finding trusted professionals fast.

Colour

Gradient#21D4FF → #5556F7 Dark Blue#000044 Light Gray#ECECEC Mint#00C9A7 Yellow#FFC107

A 60 · 30 · 10 rule: primary blues lead, light grey and white support, mint and yellow add accents in illustrations and the app.

Typography

Co HeadlineThe logo: bold, modern and geometric
Baloo BhaijaanHeadlines and marketing, in English and Arabic
PoppinsApp and web, for a refined, professional balance

Logo concept

Logo colourways

Primary palette

Complementary palette

Primary typeface

Icon style

The brand in use

Bilingual social templates in English and Arabic, backgrounds and brand elements for the launch, and a full stationery set.

Belda social media template in English — Social template · English

Belda social media template in Arabic — Social template · Arabic

Brand elements

Belda social media backgrounds — Social backgrounds

Belda stationery set: envelopes, letterhead, folder and ID card — Stationery set

The new website

Visit belda.app ↗

The official Belda platform: a fully rebranded, user-centric service marketplace connecting homeowners and businesses with trusted providers. From UX design to content structure and brand integration, the website reflects Belda’s new identity and its position in the market, with a clear path for each audience and trust made visible at every step.