The Brief
City Living Services - a brand new start-up company aimed at supporting and enriching the lives of busy city-based professionals, commissioned Distinction to take responsibility of launching the company across the board - from the branding and sub-brand development, through a press and print advertising campaign to a web presence, stationery and vehicle signage.
The initial sub-brand of City Living services would be a domestic and office cleaning service as well as a laundry service, with planned future sub-brands to include a party planning service and other services targeted at a similar demographic. The client wanted the brand to be seen as a cool and contemporary addition to their audience’s current list of high profile lifestyle brands such as designer fashion brands, cool bars and top restaurants. A slick and stylish tone was required.
The Solution
From our discussions with the client, and the research we conducted, Distinction came up with a brand identity that would appeal to the intended demographic, and stay clear of the traditional ‘cleaning lady’ aesthetic that the client wished to avoid. We developed a contemporary and minimal logo with a short, simple and easily memorable sub-brand name to reflect the values that city living services wanted to portray.
The identity was developed to enable the easy application of brand extensions - the primary identity can be adapted to accommodate the name extensions and with a change in colour, gives each sub-brand a strong identity amongst its sectors competitors, whilst still retaining the core values and tone of the City Living brand.
Why not take a look at the website at www.citylivingservices.co.uk.