StayClean Brand Identity

StayClean is a waste management and cleaning agency with a mission to provide individuals, businesses, and communities with a stress-free, immaculate environment. However, traditional perceptions of cleaning services often focus on the act of cleaning rather than its impact. Our challenge was to redefine this narrative by positioning StayClean as a brand that sells not just cleaning services, but a clean and healthy lifestyle. And we had to do this from the name to strategy to visuals.

With the name, we intentionally avoided anything cliché or tied to the old narrative we aimed to change. It had to go beyond simply describing a service—it needed to represent a lifestyle. After exploring multiple options, we chose StayClean. More than just a name, it became a call to action, a mindset, and a promise of a healthier way of living.

From the very beginning, we knew what we didn’t want—a logo with mops, brooms, or water droplets. That approach was overused and uninspiring. Instead, we asked ourselves: What does a clean environment feel like? It feels fresh. It feels peaceful. It feels healthy. That became our guiding principle. Instead of designing a logo that focused on cleaning, we designed one that captured the experience of a clean and healthy environment.

To reinforce our vision, the visual system had to be seamless and intentional. Every design choice needed to align with the brand’s core values. We carefully selected colors that felt fresh and clean. For typography, we opted for a clean, geometric typeface—because nothing communicated simplicity and clarity better. Poppins was just too clean!

We had a great time working on this project, learning, experimenting, and refining our approach every step of the way. The research and hands-on execution made the process both insightful and rewarding. But what mattered most was the reaction from the stakeholders. They didn’t just like it; they saw their vision come to life in ways they hadn’t imagined. We successfully positioned StayClean as more than just a cleaning agency, but as a trusted partner in maintaining a cleaner, healthier environment.