An identity with
a little more character.

A coastal identity for a woman-owned cleaning service, connecting the care of a home with a pearl protected inside its shell.

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Final primary identity

THE PROJECT

The brief

Create a distinctive identity for a woman who runs her own cleaning service by the beach. The brand needed to connect the coastal setting with the feeling of a clean, cared-for home.

01 / THE MARK

From initials to an idea.

I explored several directions, including monogram ideas built around the VS initials. The shell-and-pearl concept brought more meaning to the identity: the shell connects to the beach, while the pearl represents a home that is valued, protected and cared for. It links a coastal feeling with the freshness and care of the cleaning service.

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Refined monochrome logo mark

02 / THE SYSTEM

Shape the shell. Balance the name.

With the concept settled, I developed the shell illustration and the pearl at its center. The artwork explores line detail and contrast, then pairs the symbol with the full business name. The identity boards show the VS initials alongside the shell and alternate lockups, working through the balance between character and readability.

Original identity board — symbol, initials and full-name lockups

03 / COLOR STUDIES

Explore the full expression.

Muted teal, light neutrals and pearl highlights carry the coastal idea into color. I explored type treatments and compositions that let the illustrated mark feel distinctive while keeping the business name clear. These original boards document the development of the identity, from symbol and initials to the fuller expression of the brand.

Color and typography — original design study

Identity composition — original design study

FROM THE ORIGINAL CONCEPT BOARDS

Exploring the possibilities.

Early directions included a monogram, coastal imagery and a shell-and-pearl idea. Comparing these different visual languages helped focus the identity around the shell: a connection to the beach, with a pearl suggesting something clean, valued and cared for—like a home.

VS Cleaning & Restoration — original concept directions

VS Cleaning & Restoration — monogram exploration

VS Cleaning & Restoration — shell and pearl exploration

PUT THE SAME CARE INTO YOUR BUSINESS

Your brand deserves this kind of attention.

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