AMH Rebrand, reimagining the future of housing

In 2023 - 2024, AMH undertook a transformative rebranding initiative to mark its 10th anniversary as a leading single-family rental operator and top U.S. homebuilder. Previously known as American Homes 4 Rent, the new brand identity embraces its DNA with a modern outlook.

Rooted in extensive consumer research and competitive analysis, this year-long initiative encompassed a full-scale brand overhaul, including a simplified name with a new user-friendly URL, modernized visual identity, enhanced digital and mobile experiences, and a customer-focused tone of voice. The rebrand reflects AMH’s commitment to innovation, enhancing resident satisfaction, and powering a better future for American housing.

Process and strategy

The rebrand was planned and executed entirely in-house. The marketing and communications team established a core brand group that orchestrated the project from concept to launch, collaborating with executive sponsors, stakeholders, and subject matter experts across the organization.

The process involved:

Interviewing internal employees, conducting comprehensive external research, and organizing several intensive workshops.

Developing a new brand strategy, including a positioning statement, mission, vision, and values.

Defining brand personas and architecture.

Exploring over 100 potential names before selecting "AMH" to embody simplicity and innovation.

Designing a modernized logo and visual identity.

Creating user-friendly touchpoints, including a revamped website and marketing assets.

The project concluded with a six-week integrated marketing and communications plan to finalize and launch the rebrand at its annual leadership conference, ensuring alignment across all departments and touchpoints.

Results and Impact

The rebrand drove exceptional results:

An integrated marketing campaign, leveraging paid search, paid social, YouTube, and SEO, generated 10M video views, 1.9M clicks to the website, and a 108% increase in lead conversions at a 39% lower CPA.

Brand awareness steadily grew each month, increasing by 63%.

Branded search volume grew by 64%.

SEO strategy achieved top search ranking for branded terms.