The shortlist
Wiped, Offt, Vummi, Grubba and MopPop were each developed into a logo and colour direction before anything was chosen.
Naming · Logo design · Branding · Website
Squeaky clean.
Every swipe.
A complete brand and website for Wiped, a new cleaning business in Brisbane, Logan and the Gold Coast.
Naming · Logo · Brand identity · Tone of voice · Photography · Website · Local SEO
- Client
- Wiped
- Industry
- Home, office and Airbnb cleaning
- Location
- Brisbane, Brisbane South, Logan and the Gold Coast
- Fine Mess role
- Naming, branding, website and social content
The brief
A new business.
A blank page.
Wiped came to Fine Mess as a brand new cleaning business with no name, no logo and no website. It needed to launch into one of the most crowded service categories there is, where most cleaning brands look the same: a blue tick, a sparkle and a stock photo of a smiling cleaner.
The brief was simple. Stand out from every other cleaner in South East Queensland, feel friendly enough to let into your home, and be ready to take bookings from day one.
The name
Six names.
One winner.
Each shortlisted name got its own logo and look, so the decision was made on how the brand felt, not just how it sounded.
Why Wiped
One word that says exactly what happens. It is short, easy to say over the phone and works as a verb: your place, wiped.
What sealed it
The cobalt and lime colours and the soap suds imagery. The brand felt like nobody else in the category.
Logo design
A logo with
a grin.
A chunky, bubbly wordmark with a lime offset shadow and a swipe underline, plus a monogram for profile pictures, uniforms and stickers.
Colour and type
Cobalt, lime
and a bit of pink.
A tight palette built from the tools of the job: blue buckets, lime gloves and pink scrubbing brushes.
Wiped CobaltHero colour
#1246D6Glove LimeHero pair
#C8F03CBrush PinkThe pop
#FF3EA5Suds CreamBase
#FAF4E6Grout NavyText
#0B1440
Cleaning is usually sold with promises of "professional" and "reliable". Wiped talks like a mate who genuinely loves a clean kitchen.
- Squeaky clean. Every swipe.
- Mud in. Suds out.
- A clean you can feel.
- Leave the place smelling like soap.
- Booked, scrubbed, sparkling.
The same voice runs through the website, the Instagram captions, the business cards and the brand reel, so every touchpoint sounds like the same business.
Imagery
Hard flash.
Flying suds.
Solid cobalt backgrounds, lime gloves in every shot, wide eyes, mud and suds. The before and after always sit side by side.
Brand in use
Cards, loyalty
and the little extras.
Business cards and a ten-clean loyalty card that rewards regulars, all in the same cheeky style.
Brand reel
Fifteen seconds
of suds.
A short jingle reel introducing the brand, made for Instagram and Facebook. It carries the colours, the imagery and the voice into motion.
See social media by Fine MessThe website
A website you
can wipe.
The homepage opens on a fogged-up window that you clear with your finger or mouse, then a page for every service and every area Wiped cleans.
Everything a new business needs to launch, from the name to the first booking.
- Name development and shortlist
- Logo design: wordmark and monogram
- Colour palette and typography
- Tone of voice and taglines
- Photography direction and brand imagery
- Business cards and loyalty card
- Website design, copy and build
- Local SEO pages for Brisbane, Brisbane South, Logan and the Gold Coast
- Service pages for house, deep, office and Airbnb cleaning
- Instagram content and a brand reel
The outcome
A brand nobody
scrolls past.
Wiped launched with a complete identity, a live website with a page for every service and area, and a waitlist of customers ready to book before opening day.
Starting a business, or ready for a brand that actually stands out? Logo design, branding and website design by Fine Mess are available in Cairns and right across Australia.
Branding · Websites · Australia wide
Starting
something new?
Tell me about the business and I will help you name it, brand it and launch it.