Agency to launch new ethical cleaning brand – HUMBLE
Vidan Lawnes takes on launch of new cleaning service brand HUMBLE – an ethical company focused on making cleaning contracts simpler for businesses, charities and individuals.
HUMBLE was founded to tackle the widespread under-appreciation of commercial and residential cleaners in society; cleaners provide a vital service to businesses and communities and yet are frequently undervalued and arguably underpaid. The aim of the brand is to become the Uber of the cleaning world.
The cleaning industry provides around 700,000 jobs to the nation’s economy and is among the fastest growing industries. Just as disruptive companies sprung up in the fast growing technology sector, HUMBLE are seeking to change the commercial cleaning industry for good – both in quality of service for clients and quality of life for staff.
Having undertaken several brand activations, marketing agency Vidan Lawnes were tasked to provide full-service marketing for HUMBLE’s launch.
Beginning with the brand, the creative agency developed a full-suite of digital and print assets to deploy across the business. The agency’s digital team also developed the company’s website and launched their social media accounts for Facebook, Twitter and Instagram.
Traditional cleaning uniforms often incorporate blues and whites; a lighter blue and brilliant white were chosen for HUMBLE’s main colour palette, to simultaneously associate with the cleaning industry and affirm that HUMBLE distinguishes itself.
Vidan Lawnes also advised on the ‘feel’ of the brand. With cleaners’ input to businesses and the economy frequently overlooked, language and image from HUMBLE needed to convey efficiency and character to breakthrough. The agency developed a fresh tone-of-voice more personal than often associated with the industry, in order to convey a brand that other innovating companies could see themselves partnering with.
The company will launch in late 2019.