Modern Sweep was created for a client seeking to elevate her cleaning business and attract a more refined, high-end clientele. As an established business owner, she needed a brand that felt professional, trustworthy, and reflective of the quality of service she provides.

The goal was to move beyond a standard cleaning identity and reposition the brand as a premium offering within its market. This included creating a subtle mindset shift. Aligning the brand with the “clean girl” lifestyle seen across social media, where cleanliness is associated with clarity, wellness, and self-care. By tapping into this cultural movement, the brand extends beyond service and into lifestyle, positioning Modern Sweep as both a luxury offering and a contributor to overall well-being.

HEWN developed two identity directions. One direction drew from interiors and a timeless “old money” aesthetic, pairing a neutral, brown-based palette with a script typeface. While this approach felt warm and familiar, it leaned more traditional and decorative, which limited its ability to position the brand as modern and forward-facing. The warmer tones also translated to a heavier visual presence, whereas a cleaning brand benefits from a lighter, cooler palette that more clearly signals freshness and clarity.

The selected direction centered on a deep blue and grey palette with gold accents. Blue to convey clarity and cleanliness, and gold to introduce a sense of quiet luxury. The cooler tones allow for a more refined, minimal visual language and create space to explore contrast, light, and shadow within photography, resulting in a cleaner, more elevated feed. A serif typeface reinforced structure and elegance, offering a more timeless and contemporary alternative to the script, and aligning the identity with the elevated nature of the service.

Modern Sweep now presents as a polished, intentional brand that reflects the quality of its services and appeals to a more elevated client base. The identity builds immediate trust, communicates value at a glance, and positions the business within a premium market.

The marketing direction reimagines how cleaning services are typically presented. Inspired by the “clean girl” aesthetic and skincare-led visuals, the brand shifts away from traditional advertising and toward a more aspirational approach. Focusing on minimal interiors, refined compositions, and close-ups of foam and texture.

Rather than promoting cleaning as a task, the brand communicates a lifestyle rooted in clarity, calm, and well-being.