Be Jane Image

The agency was hired by Do-It-Yourself web brand to provide overall communications support, strategy and online content development. was a pioneering DIY online enthusiast community, specifically created by and led by female executives, to empower and educate women in the area of home improvement skill building. A cornerstone of the brand’s online offering was the plethora of “how to” articles and content hosted online as part of its web community. Our team crafted regular articles on a variety of topics related to the home improvement experience – from consumer tip pieces, to step-by-step tutorials and blog style aspirational content.

The ongoing flow of written material – designed to keep the brand’s growing community of female designers engaged and loyal to the site, its vendor partners, and consultants – along with a highly active communications news bureau (which included a feature article in the Los Angeles Times and other high-end press outlets) was an integral part of the brand’s success. grew to become one of the largest women’s DIY online communities and was subsequently sold to Builder Homesite, Inc. in 2010.