Graphic design. Marketing campaign.

RENVA

Graphic design. Marketing campaign.

RENVA

Graphic design. Marketing campaign.

RENVA

Project manager: Paul Welén

Marketing: Peter Kampf

My role: Graphic Design

2024

Project manager: Paul Welén

Marketing: Peter Kampf

My role: Graphic Design

2024

Project manager: Paul Welén

Marketing: Peter Kampf

My role: Graphic Design

2024

context

RENVA is a subsidiary of PALDUR AB, a company specializing in high-end services. RENVA was acquired with the intention of maintaining a more competitive pricing model and retaining its existing clientele, while elevating the brand’s image and quality. The idea was to allow PALDUR to expand its market through RENVA, without altering the core concept or brand image of the parent company.

my role

I was responsible for developing and executing the campaign across all media, with the goal of putting RENVA on the map, building brand recognition, and laying the foundation for future marketing efforts.

challenge

When Paldur acquired RENVA, it was a trusted but stagnant company with no clear brand identity and no growth. Relying solely on word-of-mouth, RENVA lacked visibility in a competitive market. The challenge was to modernize RENVA’s image and position it as a more visible, credible player in the budget cleaning sector, and increase key metrics such as website traffic, lead conversions, and customer retention. To manage risk, social media was excluded early on, with the focus placed on print, web, and digital signage.

outcome

I was responsible for developing and executing the campaign across all media, with the goal of putting RENVA on the map, building brand recognition, and laying the foundation for future marketing efforts.

context

RENVA is a subsidiary of PALDUR AB, a company specializing in high-end services. RENVA was acquired with the intention of maintaining a more competitive pricing model and retaining its existing clientele, while elevating the brand’s image and quality. The idea was to allow PALDUR to expand its market through RENVA, without altering the core concept or brand image of the parent company.

my role

I was responsible for developing and executing the campaign across all media, with the goal of putting RENVA on the map, building brand recognition, and laying the foundation for future marketing efforts.

challenge

When Paldur acquired RENVA, it was a trusted but stagnant company with no clear brand identity and no growth. Relying solely on word-of-mouth, RENVA lacked visibility in a competitive market. The challenge was to modernize RENVA’s image and position it as a more visible, credible player in the budget cleaning sector, and increase key metrics such as website traffic, lead conversions, and customer retention. To manage risk, social media was excluded early on, with the focus placed on print, web, and digital signage.

outcome

I was responsible for developing and executing the campaign across all media, with the goal of putting RENVA on the map, building brand recognition, and laying the foundation for future marketing efforts.

context

RENVA is a subsidiary of PALDUR AB, a company specializing in high-end services. RENVA was acquired with the intention of maintaining a more competitive pricing model and retaining its existing clientele, while elevating the brand’s image and quality. The idea was to allow PALDUR to expand its market through RENVA, without altering the core concept or brand image of the parent company.

my role

I was responsible for developing and executing the campaign across all media, with the goal of putting RENVA on the map, building brand recognition, and laying the foundation for future marketing efforts.

challenge

When Paldur acquired RENVA, it was a trusted but stagnant company with no clear brand identity and no growth. Relying solely on word-of-mouth, RENVA lacked visibility in a competitive market. The challenge was to modernize RENVA’s image and position it as a more visible, credible player in the budget cleaning sector, and increase key metrics such as website traffic, lead conversions, and customer retention. To manage risk, social media was excluded early on, with the focus placed on print, web, and digital signage.

outcome

I was responsible for developing and executing the campaign across all media, with the goal of putting RENVA on the map, building brand recognition, and laying the foundation for future marketing efforts.

Research & Insights

Competitive analysis

When we examined existing market competitors, we found that most of those offering low-cost cleaning and budget services had an unpolished, and sometimes unprofessional, image. Although this was something we already had a sense of, it gave us a clearer picture of the gap in the market and the opportunity for RENVA to be positioned as the most polished and professional cleaning service at the same price point.

Competitive analysis

When we examined existing market competitors, we found that most of those offering low-cost cleaning and budget services had an unpolished, and sometimes unprofessional, image. Although this was something we already had a sense of, it gave us a clearer picture of the gap in the market and the opportunity for RENVA to be positioned as the most polished and professional cleaning service at the same price point.

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.

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.

Persona

A persona was created to help align the campaign with the intended user.

Sofie Johansson

Sofie Johansson

Background

Sofie leads a busy life, balancing her job, family, and hobbies. She values quality time with her children and partner and enjoys activities like golf and hiking. However, Sofie often struggles to manage work, family life, and maintaining her home, which sometimes means sacrificing hobbies or family time. In the past, she hired cleaning services to save time for personal activities and reduce household stress. However, since COVID-19, she has not resumed these services due to uncertainty about which company to trust and not having the time to prioritize it.

Background


Sofie leads a busy lifestyle, balancing her job, family responsibilities, and hobbies. She values quality time with her children and partner and enjoys activities like golf and hiking. However, Sofie often struggles to manage work, family life, and maintaining her home, which sometimes means sacrificing hobbies or family time. In the past, she hired cleaning services to save time for personal activities and reduce household stress. However, since COVID-19, she has not resumed these services due to uncertainty about which company to trust and not having the time to prioritize it.

Background

Sofie leads a busy lifestyle, balancing her job, family responsibilities, and hobbies. She values quality time with her children and partner and enjoys activities like golf and hiking. However, Sofie often struggles to manage work, family life, and maintaining her home, which sometimes means sacrificing hobbies or family time. In the past, she hired cleaning services to save time for personal activities and reduce household stress. However, since COVID-19, she has not resumed these services due to uncertainty about which company to trust and not having the time to prioritize it.

Needs & pain points

Trust & Safety:

Sofia places a high priority on trust when it comes to cleaning services. She’s selective about who enters her home, needing assurance that the cleaner is reliable.

Time-Saving:

Sofia’s primary need is freeing up time for family, personal relaxation, or hobbies.

Quality & image:

The quality of the cleaning must Sofies standards, with consistent results. Sofie is hesitant to hire a service unless it has a strong image.

Price:

While price is not the primary concern, a competitive rate is highly appreciated - though not at the expense of quality, trust, or safety.

Brand & Visual identity

With a clear understanding of the target audience and market positioning, the next step was to outline RENVA’s visual identity. Since the company’s website had already been designed, it served as a strong reference point alongside the existing brand guidelines, which included a defined color palette, typography, and a newly developed logo. Building on this foundation, the visual tone was also established through a set of images that reflected the brand.

Logotype

To ensure the RENVAS logotype is clearly visible and not disturbed by surrounding elements, a clear space zone should always be applied. The clear space zone corresponds to 0.5x, where x represents the height of the logotype. Additionally, the logotype should not exceed approximately 20-25% of the media's width in vertical format and approximately 15% in horizontal format to maintain proper proportions.

Color palette

Primary

#000000


used for key elements and main text.

Primary

#000000

Accent

#666666


is used for buttons, secondary text, and background elements.

Accent

#666666

Background

#FFFFFF


Used for background.

Background

#FFFFFF

Layout & menu

The first objective in this project was to determine the layout which included an interactive menu and additional sections of the digital signage. The most important factors to consider was high accessibility and readability from a user perspective and that the menu was easy for local staff to update on the spot.​​​​​​​ In addition to the menu function, the screen itself needed to accommodate four additional sections with standardized formats  such as 1:1, 16:9, and 9:16 to allow for stock material to be used for promotions or information. Below are the three main solutions we considered.

Typopgrahy

Aa

Aa

Header Font : Aileron BOLD
Usage: For headlines, titles, and emphasis

a quick brown fox jumps over the lazy dog å ä ö

a quick brown fox jumps over the lazy dog å ä ö

Aa

Aa

Body Font: Roboto (regular)
Usage: For body text

A quick brown fox jumps over the lazy dog while the curious cat pounces playfully on a ball of yarn, and the birds soar through the crisp morning air, singing their cheerful songs, as the distant mountains stand tall against the clear sky, and the children play happily in the park, laughing and shouting with joy. å ä ö

Visual tone

The visual tone was designed to align with RENVA’s brand positioning statement "A cleaning service that feels modern and fresh while promising high quality and reliability." Some initial user tests showed that a cinematic style had the best effect for the target audience. The visuals featured outdoor activities like mountain biking, fishing, and motorcycle riding, as well as quality time with family. These were chosen specifically to reflect the lifestyle and interests of the typical RENVA client, ensuring the campaign felt relatable.

Concept & Design

With the brand identity in place, the next step was to start working on the design concept, which included a catchphrase and supporting message, as well as developing the layout, selecting imagery, and finalizing a design that would work for both print, digital signage, and web.

"What are you doing? 'Cleaning!'”

"What are you doing? 'Cleaning!'”

Message

We decided on a central message focused on "avoiding missing out on life by freeing up time for what truly matters." Since saving time was the primary motivator for hiring a cleaning service, we chose to highlight the dissonance between wanting more free time but spending that precious time cleaning instead. Our goal was to create a sense of FOMO (fear of missing out) by emphasizing more meaningful moments.

Message

We decided on a central message focused on "avoiding missing out on life by freeing up time for what truly matters." Since saving time was the primary motivator for hiring a cleaning service, we chose to highlight the dissonance between wanting more free time but spending that precious time cleaning instead. Our goal was to create a sense of FOMO (fear of missing out) by emphasizing more meaningful moments.

Supporting message

Since quality, trust and price were important factors when choosing a cleaning service, the supporting message was meant to emphasize RENVA's professionalism, reliability, and commitment to quality.

Supporting message

Since quality, trust and price were important factors when choosing a cleaning service, the supporting message was meant to emphasize RENVA's professionalism, reliability, and commitment to quality.

"We offer a meticulously cleaned home at a great price, so you can focus on what truly matters in life"

"We offer a meticulously cleaned home at a great price, so you can focus on what truly matters in life"

Visualizing the Message

The idea was to use message bubbles to visualize the main message as a conversation. Initially, we considered using rounded corners for the text message bubbles, but since RENVA's visual identity consistently featured sharp corners across the website and other platforms, it made sense to stick with that style for consistency. While the grey and black color scheme seemed like a good way to differentiate the messages as coming from the different senders, combining both didn’t quite give the look we wanted. Black message boxes were used instead, keeping the design sleek and professional while aligning with the overall aesthetic. With these adjustments, the message was still clear, and the design fit well with the brand’s identity.

Layout

The next step was to define the layout for all formats (web, print and digital signage). It was important that the picture was as big as possible so we opted to keep the right and left margin fairly small. The top margin was aligned with the logo and the bottom was kept ∼20% to adhere to optical balance. The digital signage was designed in a similar fashion, keep the optical balance at ∼20% and narrow left and right margins for maximum size. Banners in 1:1 and 3:1 were also created for the website.

Deliverables

LETS WORK TOGETHER!

CV

Get in touch!

Copyright © 2024 Framer University.

All rights reserved.

LETS WORK TOGETHER!

CV

Copyright © 2024 Framer University.

All rights reserved.

LETS WORK TOGETHER!

CV

Get in touch!

Copyright © 2024 Framer University.

All rights reserved.