Renaming a product that already had traction is no small task — especially when the name “CoPilot” suddenly became synonymous with big tech AI. The team behind this trades-focused CRM didn’t need a Silicon Valley look-alike. They needed a brand that felt like it belonged on a jobsite. Our solution was Homeworks: a new name and identity that grounds the product in the world of blue-collar entrepreneurs while keeping the tech approachable, rugged, and trustworthy.