Project overview
Context & challenge:
When Paldur acquired RENVA, it was already a well-established cleaning service with a steady but stagnant clientele. While the company had built trust through word-of-mouth, it lacked a strong brand identity, which kept it from growing. Social media was excluded in the first phase due to concerns about the ability to manage customer inquiries, questions, and potential issues. The focus was placed on print, digital signage, and web to establish the brand’s presence through more manageable traditional channels before expanding into social media. The challenge was to create a campaign that would help elevate RENVA's brand, modernize its image, and position it as a more visible and credible cleaning service in the budget sector.
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.
Tools:
Project overview
Context & challenge:
When Paldur acquired RENVA, it was already a well-established cleaning service with a steady but stagnant clientele. While the company had built trust through word-of-mouth, it lacked a strong brand identity, which kept it from growing. Social media was excluded in the first phase due to concerns about the ability to manage customer inquiries, questions, and potential issues. The focus was placed on print, digital signage, and web to establish the brand’s presence through more manageable traditional channels before expanding into social media. The challenge was to create a campaign that would help elevate RENVA's brand, modernize its image, and position it as a more visible and credible cleaning service in the budget sector.
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.
Tools:
Research & Insights
Research & Insights
The first step was to explore the competitive landscape and gain a clear understanding of customer needs. We analyzed competitor offerings and conducted a targeted survey, which revealed both a gap in the market and an opportunity to position RENVA as a highly professional company offering affordable, high-quality cleaning services. A persona was also created to align the campaign with the intended client.
Research & Insights
Research & Insights
The first step was to explore the competitive landscape and gain a clear understanding of customer needs. We analyzed competitor offerings and conducted a targeted survey, which revealed both a gap in the market and an opportunity to position RENVA as a highly professional company offering affordable, high-quality cleaning services. A persona was also created to align the campaign with the intended client.
Competitive analysis
Competitive analysis
As part of our competitive analysis, we examined existing market competitors. We found that most competitors focused on low-cost cleaning, positioning themselves as budget services. However, this often resulted in an unpolished or unprofessional image, leaving a gap in the market for a RENVA as a polished professional cleaning service, but in the same price range.
Targeted survey
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
Persona
Sofie Johansson
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 simply not having the time to prioritize it.
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 simply not having the time to prioritize it.
Needs & pain points
Time-Saving:
Sofia’s primary need is freeing up time for family, personal relaxation, or hobbies.
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 and respectful, especially since she isn’t always present during the cleaning.
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.
Sofie Johansson
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 simply not having the time to prioritize it.
Needs & pain points
Time-Saving:
Sofia’s primary need is freeing up time for family, personal relaxation, or hobbies.
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 and respectful, especially since she isn’t always present during the cleaning.
Quality & image:
The standard of cleaning must be high and consistent. Hesitant to hire services without a strong reputation or
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.
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.
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.
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.
Brand guide
Brand guide
Logotype
Logotype
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.
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
Color Palette
Primary
#000000
used for key elements and main text.
Primary
#000000
used for key elements and main text.
Accent
#666666
is used for buttons, secondary text, and background elements.
Accent
#666666
is used for buttons, secondary text, and background elements.
Primary
Black (#000000)
Accent
Neutral Gray (#666666)
Background
White (#FFFFFF)
Background
#FFFFFF
Used for background.
Background #FFFFFF
Used for background.
Typopgrahy
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
Visual tone
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.
Design process
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.
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.
Design process
Concept developement
Concept developement
"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.
Catchphrase
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.
"We offer a meticulously cleaned home at a great price, so you can focus on what truly matters in life"
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.
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.
Catchphrase
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.
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.
Catchphrase
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.
Deliverables
Deliverables
