The story behind Homa's tagline, shared over coffee in Milan.
Without secrets or screens, we’re inviting you to join us at an operational meeting—no filters, just the raw essence of what makes Homa tick. The ingredients are well-known: creativity, strategy, and innovation. But our magic lies in how we choose them, preserve them, and blend them to craft a strategy that is uniquely ours.
Add a pinch of Tinker Bell’s pixie dust, and you have the perfect recipe for a conversation about purpose, trust, and the power of a single, evocative tagline: “We Take Care of Your Dreams”
It’s a glorious morning in Milan; the sky is an incredible shade of blue. The setting is the bar of a sophisticated downtown Milanese hotel, where history and modernity blend seamlessly. Its elegant yet contemporary design creates an atmosphere that balances formality with warmth and provides the perfect backdrop for reflection.
This annual meeting brings together the creative and strategic minds who shape Homa’s communication and brand identity. It offers a rare opportunity to pause the relentless pace of business and delve deeper into the purpose that drives the company.
With this shared intent, the conversation begins. Seated around the table are Michael Yao, CEO of Homa; Anthea Wang Vice President overseeing international business sales for Homa; Manuela Ferrante, Branding & Communication Director at Studio Volpi; and Federico Gallina, Branding Manager at Studio Volpi and Federico Rebaudo, General Manager of Homa Europe. Together, the team reflects on how the tagline not only defines Homa’s culture but also embodies its purpose.
Amidst the soft hum of conversation and the comforting aroma of freshly brewed coffee, a thought-provoking discussion takes shape around Homa’s tagline: “We Take Care of Your Dreams”.
“For a while now,” Federico begins, “I’ve been reflecting on how we can help the entire Homa community truly sense and feel the power behind this tagline. It’s not just a phrase—it’s the essence of what we do. Think of it as a beacon, a North Star, guiding every decision we make and every product we create.”
Anthea nods, her approach brisk and pragmatic. “Exactly. Our tagline connects with every part of the business—from the trust we build with our clients to the reliability of our products. Today’s the perfect chance to solidify that message and ensure it resonates across the board.”
“For us,” Michael begins, “the tagline isn’t just a slogan. It’s a promise—a declaration of what Homa stands for. Since our founding in 2002, our purpose has been clear: to be a true partner.
“We don’t just make cooling appliances; we build relationships. Our clients’ success is our success. And ‘We Take Care of Your Dreams’ sums that up perfectly. It’s about reliability, innovation, and trust—all rolled into one.”
“Our work transforms aspirations into tangible realities,” he continues. “Take Pierre-Yves Ley, for example. As the voice of our tagline, he’s helped us craft narratives that are both human and inspiring. We fuse cutting-edgeinnovation with a sensitivity that ensures our designs ( discover more about HOMA Design Manifesto) align with our clients’ brand identities.”
Michael nods, adding, “That’s why we can proudly say we’re the number one exporter from China. Our purpose isn’t just to compete—it’s to lead.”
“And that’s precisely why,” Federico continues seamlessly, “we’ve evolved within the competitive arena. We’ve transformed the cold precision of targets into the emotional resonance of dreams, introduced care, which we cristallised into the HOMA Care Manifesto,as the cornerstone of our philosophy—placing the client at the very heart of everything we do—and emphasised your to make it clear that the focus is entirely on them, not on us. Together, these elements are woven into the promise captured by ‘We Take Care of Your Dreams’.”
Manuela, picks up the thread. “In branding, the most successful companies fuse functionality with emotion. Even in a B2B context, buyers don’t purchase products—they buy into relationships, narratives, and meaning.
“At Studio Volpi, we’ve collaborated closely with Homa to ensure their communication reflects this ethos. Whether it’s a thoughtfully designed user manual or a digital campaign, every touchpoint is crafted to make the client feel seen, valued, and supported.”
“Absolutely,” Federico Gallina chimes in, “Branding lives and breathes in the details. At Homa, even the smallest elements—like a product manual—become opportunities to reinforce trust.
“Our manuals don’t just inform; they engage. And when we develop BTL materials, we anticipate how they’ll be localised across different markets and adapted for various brands. We design them to inspire. And with Homa Design Magazine and the White papers, we’ve reached a higher level of contact and inspiration, connecting deeply with the creative community and our clients.
It’s these small but deliberate touches that embody the promise of ‘We Take Care of Your Dreams.’
Michael reflects on the diverse perspectives, his words carrying quiet conviction. “What ties all this together is purpose. ‘We Take Care of Your Dreams’ isn’t just a tagline—it’s our why. It’s why we exist.
“At Homa, we empower our clients, help their brands shine, and transform their aspirations into reality. Every day, we work tirelessly to make that promise a reality.”
Our website is designed to make the most of the opportunities digitalisation brings, with the goal of enhancing conversations and inspiring our community. Every article is crafted to expand discussions—take note of the blue underlined words, which are hyperlinks. A simple click unlocks additional insights. Explore, connect, and stay inspired!
Copyright HOMA 2024- Issued by Homa Marketing dept. on December 2024
For further information and Press Contact: info@homaeurope.eu
