The phrase “boutique custodial services” sounds like an absurd idea from a Portlandia sketch—but that’s exactly what Oranje Commercial Cleaning set out to provide. I helped make it happen by shaping a brand that was unique to the industry, with a witty voice that both entertains and empathizes with its target audience. The updated tonality was applied to a story-based website, customizable marketing materials and targeted e-blasts. Along the way, it managed to win a few Addys.
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