Project Overview

hipages wanted to bring their tradie personas to life through creative design and copy in a format that could be shared and displayed across the business. The aim being to help every employee know precisely who their trade customers are and how to help them succeed through the hipages platform.

Customer Objective

As a hipages tradie, understand my needs, wants and motivations to help me get the most out of my hipages experience.

Business Objective

To have one set of clearly defined and communicated tradie personas so that all employees are laser-focused when it comes to helping their customers.


hipages is Australia's largest online tradie marketplace, connecting Australia with trusted tradies to simplify home improvement. Homeowners get matched with local trusted tradies by posting a job on the platform. They can then review the tradie profiles, compare quotes and hire the right tradie.


Home Improvement Marketplace

Company size:


Collaborated with T&H:

2023 - ongoing

T&H Services:
Creative concept development
Creative design
Graphic design
Digital design
Creative Development of hipages Personas Approach

hipages engaged Tortoise & Hare to help design their personas, after having defined and developed the persona segments internally through research and insights.

Working with the persona data and information provided, Tortoise and Hare did a complete copy review to align with the hipages tone of voice and enhance to give life and personality to the tradie personas. Images were then sourced to represent each persona and put a face to the name before work commenced on designing the suite of assets in line with the hipages brand guidelines.

Creative Development of hipages Personas Results

Tortoise & Hare delivered a suite of assets to the client to share across their business in a number of formats.

A fully editable Google Slides presentation, including long and short-format content options, along with digital display screens and large-format posters, will be rolled out across the hipages business, making their personas visible and prominent in the minds of all employees.

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