| Project overview
Client
RENVA is a new Swedish based cleaning company specializing in high standard home cleaning & laundry services.
Agency
Freelance project
Delivery
A winter campaign built for print, digital displays, and web, aimed at drawing in a younger, high-end audience.
My role
Collaborated with the marketing team to develop the campaign and design visual assets, including prints, web banners, and digital signage.
CONTEXT
RENVA is a subsidiary of PALDUR AB, a company specializing in high-end services such as laundry, cleaning, elderly care, food delivery, gardening, and maintenance. RENVA was acquired with the intention of restructuring it with a more competitive pricing model while maintaining premium quality. This allowed PALDUR to expand its market through RENVA, without altering its core business concept.
| Research & insights
Gathering Insights to Guide the Process
Competitive Analysis
The campaign was part of a business initiative based on market research. PALDUR identified a gap in the market: most competitors focused on low-cost cleaning and marketed themselves as budget services, often appearing unpolished or unprofessional. This left a demand for high-end cleaning services at a reasonable price.
Targeted Survey
To further understand market demand, a survey was shared via social media and email with clients and potential customers in Trelleborg. It gathered insights on cleaning habits, preferences, and factors influencing their choice of a premium service. The findings shaped RENVA’s positioning and helped define its ideal customer persona.
Motivations and Barriers
The survey highlighted that the main reason for using a cleaning service was to save time for other tasks. Clients also prioritized trust and quality, with reputation, recommendations, and staff interactions influencing their choices slightly less. Price was not the most important factor, which reinforced RENVA’s focus on reliability, quality, and strong customer relationships over word-of-mouth sales or competing on very low prices.
Results from targeted survey
| ideation & strategy
Turning the research and insights into a creative direction
persona
A persona was created for the campaign, which acted as a key reference throughout the project, helping to ensure the promotion aligned with the needs and expectations of the indented target audience as well as for future projects.
Translated persona (from Swedish)
visual identity
Making sure the campaign matched RENVA’s existing brand identity was essential. The company’s website and brand guidelines provided a strong foundation for selecting images, colors, and messaging.
catchprhase
The catchphrase "what are you doing? - "cleaning!" was designed to reflect our audience’s priorities, based on the survey insights showing that saving time was the main reason for hiring a cleaning service.
The idea was to frame it as a casual social exchange and by highlighting how cleaning takes time away from more meaningful activities in your everyday life.
supporting message
The supporting message "We offer a meticulously cleaned home at a great price, so you can focus on what truly matters in life" was crafted to reinforced the same idea as the catchphrase, while also addressing other insights from the data, particularly the importance of trust and quality. Trust was a major factor in clients' decision-making, so the message and overall design needed to feel reassuring and credible.
Examples of sketches exploring the layout, composition of images, catchphrases and the supporting messages to find the right balance.
| deliverables
