Potomac Serviclean is a small, Latino, family-owned home cleaning business with over thirty years of experience serving the Washington DC metropolitan area. They pride themselves on elevating cleaning services to transform houses into homes. As a family-owned business, they extend the same care to their clients as they do to their own home.
The company began three decades ago when the owner and his wife personally cleaned homes together and alone. Through the years, many of their clients have remained loyal for over 20 years, witnessing the growth of the company. Today, they've grown to a team of 20+ employees and are eager to expand their services to reach new clientele.
Potomac Serviclean
Customized Branding | Customized Website
We collaborated with the owners of Potomac Serviclean to modernize their traditional company for a new market: millennials and Gen Z. Despite being beloved in their community, their aim was to reach a younger demographic, even though only 28% of them own homes. Our strategy involved changing the verbiage and creating a more inclusive visual identity.
We shifted from "cleaning homes for families like ours" to "cleaning homes for families like yours," reflecting the diverse realities of modern households. Our imagery showcased a range of families: young women with pets, couples, and roommates. The new tagline and visuals aimed to appeal to a younger audience.
For the visual identity, we used a vibrant and bubbly color palette, inspired by the CMYK color model. This palette symbolizes creativity and versatility, highlighting the company's ability to cater to every type of home and family. The logo, a simple bubble mark in various sizes, colors, and strokes, represents the diversity found in modern families and homes.
