Brand
CASE STUDY > BRAND IDENTITY
Remodeling a domestic services company around key consumer values.
Challenge
When my home care business Cambridge Cleans experienced a surge in demand, I wanted to know: who were our ideal clients and how could I attract more of them to maximize our revenue without scaling our workforce?
How might we attract more of our ideal clientele, so that we can grow without scale?
Process
Taking a human-centered design approach, I began with a “Look In” to the company and “Look Out” to its competitors. With this data, I stripped down the service-model to identify core consumer values. My findings showed that my ideal clients coveted good design and were seeking home care solutions that felt personable. They wanted someone they could trust, talk to and develop a relationship.
Photo by Akira Hojo on Unsplash
Solution
Through iterative inquiry, I discovered a crucial consumer insight: Cambridge Cleans was about belonging as much as it was about belongings. My mission was not to develop new services, but to devise a communication strategy that reflected what our clients already loved about us, attracting more ideal clients.
I went through multiple test cycles, including experience prototypes with real consumers. I built a blueprint around the experience of our minimum viable service and quantified demand-based price elasticity for Cambridge Cleans. Through the process, I was able to develop a new pricing model, new digital presence and new brand identity built around belonging.
““When I saw your website I felt like I had found Mecca.””
