The positioning
For Brisbane businesses that can’t afford a bad clean, Keystone is the commercial crew that shows its work: clear scopes, signed-off checklists and people who turn up.
Rebrand · Logo design · Social · Website
Holds it all
together.
A full rebrand for Keystone Facility Services, a commercial cleaning crew looking after offices, clinics, cafés, gyms and warehouses across Brisbane and South East Queensland.
Rebrand · Logo · Colour and type · Tone of voice · Photography direction · Social content · Website
- Client
- Keystone Facility Services
- Industry
- Commercial cleaning
- Location
- Brisbane and South East Queensland
- Fine Mess role
- Rebrand, social content and website
The brief
Stand out in a
beige category.
Commercial cleaning is one of the most samey categories there is. Navy and orange, a sparkle icon, a stock photo of a smiling cleaner and a promise of “sparkling” results. Keystone needed a brand that office, clinic and facility managers would actually remember, and a reason to trust them before the first walkthrough.
Fine Mess rebuilt the brand from the idea up: a new logo, a colour system nobody else in the category uses, a voice that sounds like a real office, and the social and website to carry it.
The idea
The part nobody
notices until it’s gone.
A keystone is the stone at the top of an arch. Pull it out and everything falls. That became the whole brand: Keystone is the part of a building’s operation nobody notices until it’s missing.
The taglines
Holds it all together. Clean by 6am. You never see us. Done before you clock on.
The promises
A walkthrough before every quote, every task in writing, the same crew every visit, signed off every visit, finished before you open and one person to call.
Logo design
The wedge and
the sparkle.
The orange wedge is the keystone. The sparkle knocked out of it is the clean. The wordmark is always lowercase, friendly and solid, with a round avatar version for socials and the favicon.
Colour and type
One colour floods.
One thing breaks it.
Flood the frame with one colour and let a single orange thing break it. Oxblood, powder blue and lilac, with signal orange as the punchline. No beige, no navy-and-orange tradie look.
OxbloodBase and text
#6D0101Powder BlueMain flood
#C0D6FFLilacSecond flood
#FFD5FBSignalThe hit
#F86C2FWhiteGround
#FFFFFF
Millennial, self-aware and dry. Every post is a joke people in offices recognise, with something genuinely useful underneath. The expert who doesn’t act like one.
Keystone says
- every office has a gary. and gary has a mug.
- we don’t ghost. signed off, every time.
- done before you clock on.
Keystone never says
- bespoke holistic hygiene solutions
- sparkling clean guaranteed!!!
- Book Now For The Best Prices
Photography direction
Two kinds
of picture.
Studio sets for social: flat colour, hard flash and one orange hero object. The crew at work for the website: real Brisbane spaces at sunrise, oxblood polos and orange cloths.
Social content
Stop the scroll,
then teach.
One big idea per image, never the same format twice in a row, and the lesson lives in the caption. The image makes them laugh; the caption invites a walkthrough.
Carousel: the office kitchen tier list
Carousel: 3 signs your cleaner has ghosted you
Website
Clean clean offices.
By 6am.
The homepage headline rotates through the sectors Keystone cleans: offices, clinics, cafés, gyms and warehouses. Every sector and every service area gets its own page, and every page leads to one action: book a site walkthrough.
A complete rebrand, from the idea to the posts going out.
- Brand idea, positioning and taglines
- Logo design: primary, reversed, wordmark, mark and social avatar
- Colour palette and typography system
- Tone of voice guide
- Photography direction for social and the website
- Social post formats and carousels
- Website design and copy, with a page for every sector and area
- Facebook cover and Instagram bio
- Brand identity brief to keep it all consistent
The outcome
A cleaner nobody
confuses with the rest.
Keystone now has a brand that looks like nothing else in commercial cleaning, a voice its audience actually reads, and a website built to turn facility managers into booked walkthroughs.
Ready for a rebrand that people remember? Branding, logo design, social media and website design by Fine Mess are available in Cairns and right across Australia.
Rebrands · Australia wide
Time for
a rebrand?
Rebrands aren’t scary. Tell me about the business and what’s holding it back.