Spritz: A Full-Service App for Professional Cleaners

How I designed the brand identity for spritz.

Spritz is an app that empowers cleaners to be more profitable. An all-in-one solution leverages technology to streamline service and address tax, compliance, communication, and admin needs. So that cleaners can focus exclusively on execution and spritz handles everything else in-between.

Spritz aims to empower cleaners by demonstrating how they can use available technology to provide their service while also addressing finances and other administrative needs. A suitable brand identity that reflects the brand's voice and personality is required.

The objective of Spritz is to provide a cohesive and user-friendly identity for spritz and it's users. A versatile brand that embodies the values and voice and resonates with users of spritz.

We start by asking why, getting a sense of who spritz is for and how spritz can make their lives easier.

We developed brand archetypes based on the responses we received as well as the personality of the brand. Those archetypes are: Sage, caregiver, and everyman.

The Sage believes that the truth will set you free. They are driven by the desire for truth and knowledge and use them to make the world a better place by sharing their findings.

Caregivers live to give. They’re motivated by compassion and want to make people feel secure and nurtured.

The Everyman is your salt-of-the-earth type: non-pretentious, relatable, wholesome, comfortable. The Everyman values hard work, common sense, reliability and authenticity.

The brand’s personality, Sonia Maria Sotomayor born June 25, 1954) is an associate justice of the Supreme Court of the United States. She was nominated by President Barack Obama on May 26, 2009 and has served since August 8, 2009. She is the third woman to hold the position. Sotomayor is the first Hispanic, first Latina, and first woman of color to serve on the Supreme Court.She embodies the brand attributes for Spritz and can serve as a focal point in shaping the Spritz brand identity as well as tone of voice.

Based on the archetypes and personality, we had an idea of what the brand should be. We then proceeded to create some logo drafts, and after much deliberation, we arrived at what is now the Spritz logo and brand identity.

The final spritz logo was fashioned from combining the facets of a gemstone and the spray from a can or a bottle. The final structure we named a Sappritz, and it represents the brand’s core values and voice. The now created brand identity was also used to create the brand’s new websites in time ready for launch.