Justlife, a UAE-based homegrown super-app for at-home services, has revealed the strategic rollout of its comprehensive brand refresh, transforming Justlife from a functional service app into a lifestyle brand that promises reliability, care and ease, as well as ‘that extra bit of help at home’ that lightens the load for people feeling overwhelmed and exhausted.
The full-360 refreshed identity was supported by an integrated brand awareness campaign based on the Justlife’s refreshed promise: ‘We Got You’. The campaign was rolled out across digital assets, out-of-home (OOH) screens, in-app, website, print media, social media, internal communications materials, branded vans, in-home flyers and CRM channels.
The brand refresh and the campaign were fully developed in-house with freelance production support for specific creative assets before it was launched in the UAE. The goal was to create strong awareness and consistency – with the same tone, look and message across every channel. Justlife partnered with Ruder Finn Atteline for public relations and media outreach.
Strategy behind the Justlife brand refresh
The brand refresh aimed to blend human connection with the ease of technology to make life simpler and lighter. For instance, even people who have the time or resources to outsource tasks or chores that need to be done at home often find the mental load of coordinating , planning and following up on this tedious. Justlife intended to address this challenge.
Sharing the Justlife jouney in conversation with Campaign Middle East, Baris Kocdur, Vice President – Marketing, Justlife, explained, “Justlife began as Justmop, the first homegrown home cleaning app in the UAE, and over time became the region’s leading home services platform. The goal of the brand refresh was to remind people why we exist: to give them a break from the mental load of daily life and make it easier to access high-quality home services across cleaning, wellness, beauty and healthcare.”
The new identity builds a stronger foundation for the brand to grow and tell its story better. In the short term, it intends to shift perceptions from a cleaning app to a complete home services platform.
Kocdur said, “It was about broadening how people see us. Many still associated Justlife mainly with cleaning, so this campaign set out to change that. We wanted people to see the full scope of what we do; that we’re not just here to clean your home. We’re here to take care of it.”
He added, “We introduced a clear visual system for our four main verticals, Cleaning, Beauty & Wellness, Healthcare, and Maintenance, to make discovery easier and more intuitive. The campaign and brand films were built around these pillars to drive multi-vertical adoption, which is one of our biggest growth goals moving forward.”
The brand refresh campaign was built around the message that people don’t have to try and take care of all life’s burdens or everyday tasks all by themselves.
Rupa Antony, Senior Brand & Communication Lead, Justlife, said, “It all came back to our purpose and our promise. We exist to make life easier by taking care of what needs to be done. We brought it to life through relatable, everyday moments. Whether it’s been a long day, laundry day, a bad hair day, flu season, or guests are suddenly on their way, We Got You.”
Antony added, “Visually, we made a conscious shift to show more of what Justlife offers beyond cleaning. You’ll see scenes from beauty, maintenance, and healthcare services woven through the campaign. That balance was deliberate, to remind people that Justlife is an entire home ecosystem, not just a cleaning service.”
Reflecting the voice of the consumer, ensuring stakeholder buy-ins
When asked how the rebrand reflected the voice of the consumer and their demands and preferences, Kocdur said that “it started with listening”.
He points to the Justlife’s 2025 Brand NPS study, which showed that reliability was the number one reason people choose Justlife.
Kocdur explained, “They want someone they can trust to show up and deliver every time. But we also heard something deeper. People are exhausted. They’re juggling homes, work, and families while trying to do it all by themselves.
He added, “That insight shaped everything. People don’t just need a cleaning professional or a handyman. They need someone who lightens their load. That’s where we come in. Justlife exists to be that extra bit of help everyone wishes they had.”
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As a result, Justlife began with a brand purpose workshop that brought together founders, business heads, and key teams.
Antony added, “We layered in insights from the Brand NPS study to align what the brand means to both our people and our customers. That process helped everyone connect with the story and understand the “why” behind the refresh before it went live.”
Since this is a brand awareness campaign, Justlife will be tracking brand search, CPA impact, brand recall through brand lift studies, NPS improvement, and an increase in multi-service usage.
Antony revealed, “Our search volumes increased by 150 per cent and we have seen reductions in CPAs despite higher marketing spend, which is an early indication of campaign success. But ultimately, success is measured in trust and being the first name people think of when they need help managing their everyday life.”
CREDITS:
Client: Justlife
Creative strategy and execution: Justlife in-house team
Public relations: Ruder Finn Atteline
