ABOUT PROJECT
Boltz Cleaning Services was founded on the desire to help their clients Clean Less. Live More.
Boltz Cleaning Services Case Study
The Outcome
A proper strategy and identity session for an existing brand, re-branding and website design, and search engine optimization that supported Boltz Cleaning Services as a premiere house cleaning and maid service in Kansas City, KS.
The Challenge
Aaron and Nickie Boltz met Troubador through a trade exchange, ITEX, and we agreed to trade services and that we at Troubador would help them with their search engine optimization and page rank in Google and other search engines. After reviewing their unique case, we also recommended that we update their website and branding to better represent their business since their entire branding and web presence was self made at that point.
Scope of Project:
Strategy
Web & UI/UX Design
Branding & Identity Design
Copywriting & SEO
Illustration
Brand Definition
Defining the brand creates an objective roadmap; a filter for all the company’s future decisions. By checking against this statement, we can quickly see whether any decisions will help or hurt, focus or muddy, purify or modify the brand.
An in-depth strategy session was conducted remotely to create a clear brand story and voice for Aaron & Nickie. The focus of the messaging was to showcase clean and pristine while allowing roots of Aaron & Nickie’s heritage as a family run business to shine through their branding and website.
Branding
Once the creative tone was set, the team quickly went to work to capture a new identity system that reflects the "Immaculate Latin Heritage" aesthetic. We did not re-design their logo, since we thought that their logo was not their main problem, and instead wanted to design a brand that fit their logo better. As a small business, it’s important to get a variety of logo sizes and file formats, so we did vectorize and create those formats for the Boltz’ future use.
Main Horizontal Logo
Type & Color:
The core Boltz Cleaning Services colors of white, dark blue, and light blue are unchanged, but we wanted to shift the priority of the colors as dark blue had dominated their existing branding and website and to shift towards white for a cleaner look.
Boltz Cleaning Services had their logo designed long before we were in the picture so we don’t have the exact typefaces that they used in their logo. They used two bubbly fonts though, so we wanted to add a contrasting sans serif that communicates clean, and also one that can also communicate their Latin heritage.
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Fonts in use:
Josefin Sans: for the majority of on-site text. Josefin Sans is an elegant, Latin feeling and inspired typeface by a Latin designer Santiago Orozco, which was perfect for what we wanted the Boltz brand to communicate.
Website Design & SEO:
As you can see from the graphic, we updated their website so that it’s a bright white and clean, there’s call to actions to contact or book services throughout their site. Boldness and color are used for emphasis and intrigue. We wanted Boltz Cleaning Services to feel luxurious and aspirational for those who can’t yet afford the luxury of having your house professionally cleaned.
We don’t set out to change everything when we take on a project, but instead to optimize your branding so that you’re making the right first impressions. If it’s not broke, we want to use that element. Another unchanged element of Boltz Cleaning Services is their existing motto: “Clean Less. Live More.” We loved the idea of marketing Boltz as more than a cleaning service, but a service that gives you your time back.
All of the photos on this site have alternate text that describes the photo and attributes the creator to make their website more accessible to disabilities. Not only should every website just do this to help out our disabled friends, but search engines like Google will prioritize and rank websites that do so higher in their page rank.
During the pandemic there has been an emphasis on shopping and supporting local businesses, and this is another area we wanted to highlight. Bigger brands can seem more trustworthy especially in a service industry that is entering your home, but we wanted to highlight that Boltz Cleaning Services is from the same neighborhood as their clients and that they are their neighbors and friends in their community. That’s something the bigger brands can’t offer. As a family business, when you support Boltz, you’re feeding their family rather than helping fund some CEO’s yacht.
To establish trust, we have a logo bar that shows some of the different platforms that Boltz Cleaning Services operates on and has reviews with along with a particularly nice review from Kelly W. that goes above and beyond in highlighting the benefits of hiring Boltz Cleaning Services.
Copy-writing:
Part of upgrading their messaging was in crafting more professional copy that is devoid of grammar and spelling errors that communicates the luxurious and aspirational aesthetic. You can see this in their new about page, where we upgraded their existing about page into a brand story that gives you a bit more of a window into who Aaron and Nickie are, how they were raised, what’s important to them, and how they got where they are today.
Another crucial aspect of SEO is content and updating the site regularly, which we are providing with proofreading and editing of blogs written by Nickie and other Boltz staff members, along with full copy-writing of blogs written by Troubador collective writers to attract more backlinks.
Illustration:
We love illustration at Troubador Design Co. and any chance we get to illustrate beautiful graphics to diversify the imagery of a website, we jump at the chance. Going forward we will continue illustrating blog posts along with fun graphics for the individual pages like this one we made for the Covid-19 page.
