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branding
MUCK
Deliverables
Company Background
After years of experience working large professional cleaning companies, founders Amy and Maizer have launched their own cleaning business focused on servicing their local community of Wellington, NZ. They wanted to leave behind the impersonal, corporate feel and offer a more personal, genuine cleaning service.
Challenge
Breaking away from the traditional image of cleaning as a chore or luxury service, Amy and Maizer face the task of reshaping how people think about help at home. They're working to show that it’s a smart, thoughtful choice that supports well-being and connection and not a sign of laziness, excess, or explotaition.
Goal
Create a modern cleaning experience where socially-minded hosts see cleaning as a smart, ethical choice, so they can enjoy what matters most: more time, less stress, and making meaningful moments.
Target Audience
Wellington, New Zealand's bougie lefties—eco-minded, time-poor professionals who care deeply and live boldly.
Research
Competitor Landscape Matrix
After reviewing local cleaning brands in Wellington, I mapped their tone, visuals, and positioning to identify a gap: most were either expressive and traditional, or modern and reserved — none combined both expressivity and modernity. This insight shaped a more modern, expressive brand direction.
Industry Insights
- Reviewed current trends and consumer preferences in domestic cleaning services.
- Examined how cleaning is marketed, as a luxury, necessity, or lifestyle support.
- Researched how customers find and choose various cleaning services.
- Explored consumer expectations around convenience, eco-friendly practices, and trust.
Target Audience Moodboard
Alternative, creative and punk—known for its indie music, cafes and street art.
Activist core - New Zealand was the first country to grant women the right to vote.
A love of organic, fair trade, sustainability, and environmentalism.
Strong Wellingtonian pride, they support local and independent retailers.
Brand Concept & Development
Drawing on my research—especially the Wellingtonian alternative spirit—I led a brand exploration process that involved defining and visualizing key brand qualities. This included creating visual keywords, concept moodboards, and brainstorming sessions for company naming, tone of voice, logo ideation, and app wireframes.
Messiness is life in progress and where transformation begins. Like the Guerrilla Girls’ bold activism, mess is part of challenging the status quo to create something new and improved. We empower you to embrace life's mess without having to worry about the cleanup.
CHEEKY
CONFRONTATIONAL
BRAZEN
Brand rollout
