Serenity
Case Study
Designing a Premium Local Brand Built to Scale
Industry
Laundry
Executive Summary
In under three months, Serenity Laundry was transformed from an undefined startup into a premium, market-ready service brand.
We rebuilt everything from the ground up:
brand strategy, positioning, visual identity, voice, and website experience all aligned to support launch, trust, and early traction.
The result was a fully operational brand that entered the market with clarity, confidence, and momentum.
The Business Challenge
Serenity Laundry launched with no brand foundation and a poorly performing website that failed to communicate trust, quality, or value.
There was:
No defined brand positioning
No clear brand voice or messaging
No visual identity to differentiate the business
No digital experience designed to convert customers
A new physical location scheduled to open within 90 days
The challenge was to create an entire brand ecosystem from scratch fast while preparing the business for immediate customer acquisition.
My Role
Lead Brand, Product & Experience Strategist
I led the project from concept to execution, overseeing:
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Brand positioning and market strategy
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Naming and brand architecture
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Visual identity and creative direction
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UI/UX and digital experience design
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Architectural and experiential storytelling
Every decision was driven by business logic,
not aesthetics alone.
Key Outcomes & Performance Metrics
Serenity Laundry was fully branded and launched in 90 days, attracting 100+ paying customers within the first three months. The entire brand foundation strategy, voice, identity, and websitewas rebuilt from scratch, transforming the business from having no clear presence into a premium local service brand designed for scalable growth.
