Case Study: WholeHome

Deliverables:

• Brand Strategy & Competitive Analysis
• Naming
• Branding and Identity design
• Marketing and Positioning
• Website Design

Branding & Naming:

After identifying the opportunity for a carpet cleaning company focused on eco- and health-friendliness, Pollen set off on an extensive naming process. Dozens of names were evaluated, but looking to the future of the company as possibly a full-service home-cleaning provider, and encompassing the variety of benefits of the methods employed, the name WholeHome was selected and registered.

From there we began designing logo options with a wide range of focuses, from family, to environment, to pet-lovers, to many combinations therein. Ultimately we settled on an iconic symbol that represents the integral relationship between the ( house ) home and the ( earth ) home.

A set of symbols and typographic treatments was then developed to communicate the key benefits of the service consistently across all materials.

Website:

WholeHome’s website is highly oriented toward the verticals that we identified in the branding strategy process: Baby-safe, Pet-safe, and Green. The specific phrasing of these benefits was driven by search engine keyword research, and the design of each page targets the viewer’s functional and emotional cues through iconography, large photography, and subtle textures. The WholeHome website is also responsive, providing an appropriately adapted, but still unified experience regardless of device size.