Research & Insights
Some answers, some questions,
and a clearer path forward.
Persona
A persona was created to help align the campaign with the intended user.
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
Giving the campaign its face, colors, and brand.
With a solid understanding of the audience and positioning, I started shaping RENVA’s visual identity. I used the website and brand guidelines as a base, refining the colors, typography, and logo, and setting the tone with a carefully chosen set of images.
Logotype
To keep RENVAS logotype clear and visible, a 0.5x clear space zone (where x is the height of the logotype) should be maintained. The logotype should occupy no more than 20-25% of the media’s width in vertical format and 15% in horizontal format to preserve proportions.
Color palette
Layout & menu
Typopgrahy
Header Font : Aileron BOLD
Usage: For headlines, titles, and emphasis
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
Defining the Concept and Aligning the 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!' ”
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
The Final Outcome of All the Work.
