It is broadening its offering to target 'cash-rich and time-poor' consumers with a pay-as-you-go tradesmen service branded 'Jobs on demand'.
HomeServe has just appointed Grey London to its ad account; Mediaedge:cia handles its media buying.
The company's services have previously been available to consumers through home-emergency insurance policies held with utilities brands including EDF and Npower.
HomeServe will still offer emergency insurance policies through its utilities partners alongside the consumer brand.
Its branding will remain predominantly red, but the logo has been adapted to include an image of a smiling house. The company is also introducing the strapline 'Yes we can'.
This week HomeServe launched a website, created by Digitas, which offers free advice for householders, including tutorial-style videos.
Users of the website, including those who do not hold full insurance policies, will be able to sign up to 'My HomeServe', which features order-tracking and personalised maintenance schedules.
Last year the company's turnover grew 30% year-on-year to £555m.
HomeServe first offered plumbing cover as part of South Staffordshire Water in the early-90s. It de-merged from the utilities firm four years ago, having expanded through acquisition.