Seva
The original Brand, Queensland Cleaning Club, was a small family business established in 2015. Despite their hard work and dedication, the business struggled to meet industry standards and expectations, leading to limited client engagement and a lack of national presence. The Brand was outdated, and the company faced challenges in evolving beyond a primarily residential and bond cleaning service.
With a name change, Brand Strategy, Repositioning and new Brand Identity, Seva has evolved into
a turnkey provider with full compliance, offering certified eco-responsible cleaning products and energy-efficient cleaning equipment. This commitment ensures that clients receive the highest quality service while minimising energy usage. By choosing Seva, clients not only benefit from superior cleaning solutions but also contribute to creating healthier, more sustainable workplaces
for their employees. Seva's dedication to excellence and environmental responsibility makes it the clear Brand of choice for businesses looking to prioritise both quality and sustainability.
Industry
Eco Commercial Cleaning Services
Brand Type
New Brand
BRAND CHALLENGE
The main challenge was to transition Queensland Cleaning Club from a primarily residential and bond cleaning company to a profitable, sustainable eco-friendly commercial cleaning enterprise. The new Brand needed to capture the culture and history of the Indian owner while standing out in a competitive market. The goal was to create a unique identity that emphasised the company's core value of "Seva" (meaning ‘being of service’ in the Punjabi language) and its commitment to serving clients and the planet to the highest possible standards.
BRAND SOLUTION
We repositioned the company as an eco-friendly commercial cleaning service by securing accreditation from the EarthCheck Research Institution. This transformation highlighted their commitment to safe, organic, and allergy-free cleaning products, which became a key selling point during the COVID-19 pandemic. The rebranding included a fresh, earthy colour palette with soft greens to symbolise health and renewal, along with a Brandmark reflecting simplicity and cleanliness. Additionally, a 1800 number was implemented to enhance their national presence and professional image.
Brand deliverables
Identifying a gap in the industry, Brand.4.Profit introduced a Business Strategy to bundle hygiene services and eco products, increasing client savings and satisfaction. We also segmented their Target Market into five distinct groups — government buildings and councils, commercial offices, sports facilities, health facilities and educational institutions — so the company could tap into new markets, previously unavailable. The deliverables also included a Rebrand, Visual Identity, Brand Guidelines, positioning, concept development, stationery and sales documents.
Bold Marketing Statements based on the Seva Value Proposition were also developed.
Evolution &
Brand Boost
To support their growth and market expansion, we developed comprehensive business systems, including inventory management, occupational health and
safety, CRM, and staff training programs.
