Chica ShineCleaning Won't Hurt You, But Why Risk It?
A newly formed small business in the mid-Atlantic wanted help to create a brand that would reflect her house cleaning services. She wanted her audience to view her as friendly, chic, professional, and with a touch of luxe white-glove service..
How can a brand launch in a seemingly saturated market that addresses serious progressive political concerns without losing its relaxed lifestyle attitude by giving in to the cynicism of identity politics?
There was a certain play on words that grew from a simple formula.
brand + immigrant = immibrand
The form and essence of the brand were exactly that: identity. How much could the aesthetic be reduced to the essential without being lost to meaningless form? From ambiguity, a mark of recognizable voice took shape.
However passionate the project in social entrepreneurship it may be, it’s still a business. And a high-quality apparel line was also produced that reflected popular culture, center left progressive commentary and a casual voice that is intelligently unapologetic.
Welcome to the brand process of celebrating the journey towards the American Dream.