All Kine Pro Services Branding
Since 2015, All Kine Window Cleaning has built a strong reputation for quality window service in Kaua'i. In 2023, the owner rebranded his small but mighty cleaning crew as "All Kine Pro Services" to reflect the new addition of house and pressure washing services.
Initially, I was hired to redesign the client's existing logo. After presenting it with supportive brand elements, the client hired me to do a full rebrand to align with the company's evolved direction.
The challenge: On an island, reputation is everything for small businesses. How can a successful one expand its services without losing client trust?
Scope:
- Brand Identity
- Truck Wrap Design
- Website
- Marketing Collateral
- Photography
Role:
- Brand Designer
- Website Designer
Challenges
- Drawing insight from limited client data
- Attracting new service clients without leaving loyal window clients behind
- Crafting a visual identity and website that stands out from competitors, not the typical cleaning company look
Goals
- Reposition from window cleaners to house service "pros"
- Increase recognizability and weave brand touch points for clients
- Share rebrand story as continuation of trust with clientele
Back Peddling from Logo to Brand Strategy
With research laid out in the client strategy call and collected insight from customer reviews, I created an approved brand strategy to inform the design stage.
Key Takeaways:
- Bad reviews = customer's pain points are untrustworthy cleaners, spotty communication, and limited service options.
- My client's smooth and personable workflow shines in their 5-star reviews from local homeowners.
- Focus on quality, precision, and good customer service, embody that in the branding.
Business Priorities and Brand Design
With customer insight and competitive opportunities clear, I leveraged the friendly, but professional reputation of All Kine Pro Services as the driver of their brand identity.
Cleanliness, attention to detail, and a neighborly approach are visualized in the squeegee trails, bold orange and teal palette, and pairing of fluid script and bold sans serif fonts
Key Moments:
- Visual Competitive Analysis, stand out
- Small business doesn't mean low-quality, smaller crew = better results
- Website process flow to carve out most necessary content structure.
Develop
Visual Identity, Website, and Marketing Collateral
With a clear why
Key Moments:
- Website wireframes
- Logo variations, color palette, photography style, marketing collateral
- Truck wrap design
Deliver
Launching the Website and Branding Guidelines
With research laid out in Figma, I
- Website Testing and launch on WIX
- Brand Guidelines presentation
