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

The Potomac Service Clean logo features colorful circles and the company name in blue and magenta text.

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.

Five colorful water droplet shapes arranged in a symmetrical pattern on a white background.
Patterned business cards and logos for Potomac Servicean with colorful designs including bubbles, drops, circles, and suns in purple, pink, blue, yellow, and red.
Two rolled cloths with colorful dot and sun patterns and a yellow stripe, one with the 'Poatomac Service' logo, placed on a yellow background.
Colorful pattern of various shapes and icons, including blue 'P's with a sun icon, red circles, purple teardrops, blue droplets, pink circles, and yellow circles on a white background.
Promotional items for Potomac ServicesClean, including a white polo shirt with the company's logo, a white shopping bag with a house illustration and the slogan "We clean homes for families like yours," a blue gift box with a pattern of suns, droplets, and circles, and a wooden hanger with a carrying card with the company logo.
Icons of a clock, a house, flowers, and a sun.
Three smartphones displaying images of people cleaning homes, with the slogan "We clean homes for families like yours" and colorful logo on each screen, set against a blue background.
A white and blue car with the logo 'Potomac Service Clean' on the side.
A happy family of three, including an African American woman, an Asian man, and an infant, smiling and hugging outdoors in front of a house with green plants. A blue graphic overlay with bubbles and the text 'We clean homes for families like yours'.
Close-up of a dark blue apron with the Potomac ServiceClean logo embroidered on it, hanging against a purple background.
A laptop displaying a cleaning service company's homepage with a modern interior background, including hanging lights, a dining table, and a fireplace.

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