Milton Maids | Branding & UI Design

As the lead designer for Milton Maids' branding and user interface, I focused on creating a digital presence that reflects the company's professionalism and commitment to quality cleaning services.

The number of pages was fixed, but I was given full creative liberty for the branding and visual direction and was in charge of copy as well.

For the branding, the biggest challenging was to add character and make it seem like an approachable and friendly company, while remaining professional and reliable.

For the copy, the priority was that users could learn the benefits of a cleaning service and reassure them that their pain points and needs were understood.

Because this is a crowded market with many local providers, offering something different was certainly challenging. We wanted to take a

With text, I added informative content that was helpful for SEO and showcased the experience and knowledge of the company, while also adding more "emotional" content as well that was able to connect with the user, showing the outcomes of using cleaning services — like peace of mind, time saved, and a healthier life balance.

We used real life imagery to complement the written content and illustrate these positive outcomes.

I wanted images to be used on their own, as a hero image or as part of the content, or combined with short snippets of content, like a profile card, or as background for info card titles.

After analyzing competitors in the service area and other leading companies in the same industry, I found out most of them chose blue/green hues as their primary colors.

In this case, I knew we had to stand out with a different color palette, so I went with orange as the primary hue and used different tones of orange to differentiate the hierarchy for different headings, buttons, and links.

These different tones of orange can be used for subheadings, vectors and other secondary elements.

I used white as for most backgrounds and strokes, and Aqua as a secondary background.

House cleaning companies usually have really neat, neutral typefaces. In this case, the goal was to keep that neutrality but with a bold and dynamic tone to it.

The content was highly text-based so I chose Open Sans for paragraphs, which is a neutral, easy-to-read font, and Exo for the headings which added some boldness and a modern, more casual style to it.

The interface for buttons is simple and easy to understand. I added rounder corners and used the primary color combination (orange-white) to differentiate primary, secondary and tertiary buttons.

When developing the logo, what I had to my advantage was the company name: two words starting with the same letter and with a similar number of characters.

I used the M which was the starting letter as a drop cap for both words, and aligned the rest of the characters vertically.

For the Isotype I used a spray bottle which was easy to identify by users. I designed variations that could work as an isologo, an imagotype, or just the isotype by itself.

I created a marketing poster example as well where I wanted to incorporate a clear, straightforward message with a QR code, so that it was functional for both digital and print media.

I designed additional elements for branding/marketing such as a poster to use in a lightbox, and business cards.

Because of time constraints, I was not able to work more on the About Us section and create a portfolio with the team members.

Building trust is important in this industry, so adding news to the blog with insights about the team, awards, and anything that showcases the company values.