Cleaning House.

Project Details: Completed 2018

  • Client: Mercuri Cleaning Services Ltd.
  • Industry: Residential Cleaning
  • Solutions: Repositioning, Brand Identity.


As part of a broader brand repositioning effort, craft a brand identity for a residential cleaner that aligns them with their clientele better.

Project Brief

An established National Capital Region residential cleaning company was looking to have their brand be more representative of the service they provide.

After talking with some of their clients, they decided enough is enough, they wanted a logo design that was able to speak with their clients instead of at them.

Our Approach

Beginning with desk research, we focused in on the existing characteristics and values of the company which would best identify with their clients. This provided the foundation for crafting the identity.

Because of the necessarily drastic repositioning effort, very little of their original brand style was transferred over, allowing for a clean slate.

Through our research we found that a focus on the company helping families and couples have more time to be with each other and thus be happier, was a primary driver. This is the company's unique value and became the central visual focus. This can be seen in the 'Smiling M' with not only represents a happy, smiling face, but also two people coming together in an embrace.

Traditional brand identity deliverables such as a brand identity guide; multiple logo variations; as well stationery and was crafted. In the near future webdesign, vehicle wraps and other deliverables will be developed.

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