MaidPro

We put the PRO in PROfessional!

MaidPro is an international franchise in the residential house-cleaning space, with over 175 franchisees across the US and Canada. From 2016 to 2021, the company experienced a 25% franchise-wide increase in revenue, thanks to multi-channel marketing campaigns that I played a key role in building and scaling.

  • Graphic Designer
    Illustrator
    Brand Designer

  • Brand & visual identity systems
    Print & digital design
    Email & campaign strategy
    Franchisee custom design requests
    Illustrations
    Convention art direction
    Asset Management
    Vendor Management

  • April 2018– December 2021

  • James Doyle - VP of Marketing
    Troy Castillo - Brand Marketing Coordinator

Process

We aimed to create customizable marketing plans, collateral, and campaigns that franchisees could own and tailor to their territory’s needs. This came with many creative challenges that helped inform our consumer marketing and, more importantly, our brand identity.

Brand System

I added to MaidPro’s monochromatic color palette with an expansive set of support colors, introduced a new, easy-to-read font family (Gilroy), and developed a modular set of characters and spot illustrations. This creative direction helped authenticate our brand voice, giving us a visual edge and a clear-cut identity over our competition.

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Application

Result

With these new brand assets, we were able to not only continue to out-compete in a crowded industry, but also revitalize our image across our web pages, marketing collateral, socials, and seasonal campaigns even amid the pandemic when resources and budgets were limited. Our franchisee base had a renewed sense of confidence and autonomy, and revenue continued to climb through 2021.

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