Michael-Luis Branding + Website
Badass Branding + Digital Home for a Housekeeping Hero
Michael-Luis is a new cleaning, housekeeping, maintenance, and property management service provider for homes and commercial spaces in the greater Kalamazoo area, and they needed bold branding and website design to launch their biz.
Michael-Luis, the man, came to us seeking a brand and digital partner to help him solidify the story behind his family-driven start-up and create something heartfelt and powerful that was about so much more than cleaning.
Project Scope
Brand Strategy +
 Positioning
Michael-Luis himself is an open soul with a lot of passion and compassion for taking care of others. The more we learned about him, the importance he placed on honoring his family, and his heart-forward approach to service, it was clear that his brand was about more than outsourcing chores.Â
We centered his story around finding quality time, well-being, renewed pride, mindfulness, and gratitude—something we now call the Transformative Power of Clean™.
Logos
The Michael-Luis mark is a custom, single-line logotype inspired by the unalome, a symbol representing life’s continuous journey and the connectedness of all things. His unique unalome design was custom-drawn with intentional embellishments.
Brand Tone + Visual Language
Colors and typography were selected to balance Michael-Luis’ bold vibe (he’s a rugged beard-and-ballcap kind of guy) and very intentional, mindful spirit.
Colors
Typography + Copywriting
Icons + Illustrations
Branded icons // Icon system was based on unalomes with continuous, flowing lines.
Brand Guide
A comprehensive rule book was created to record and share newly developed brand standards with employees and partners.
Website
Michael-Luis needed a no-fuss, lowest-tech-possible website to support his service-based business. We translated his new brand visuals and messaging to a bold and beautiful Squarespace website complete with contact form and custom Jobber integration to make client bookings as easy and possible.
Branded Materials
We designed a scalable print system using Michael-Luis’ new brand toolkit and worked with local and online printers and manufactures to create a breadth of materials and merch for launch.
