Brandbook for cleaning company "TOP-Service". How we helped a customer who serves the Moscow Metro and Sheremetyevo Airport

Our productive and exciting cooperation with this customer began in 2020. The company was called quite differently at that time, but even then it covered a huge part of the Moscow market of cleaning and maintenance of buildings. For example, their services were actively used by such giant enterprises as Sheremetyevo, Russian Railways and the Moscow Metro.

Our collaboration began with the development of a marketing kit. To make it more convincing and creative, we tapped on the keyboard like cabaret dancers with shoes on stage and painted layouts inspired by a young Michelangelo. The customer was satisfied, so a few months later the company again turned to us, already in a new role, after merging with one of the former competitors. They asked to design a brand book, website and presentation for them.

This is where the eyes of our designers lit up again with creative lights!

In the brandbook, we used white, blue and silver. They created an association with purity and manufacturability, which corresponds to the field of cleaning.

We came up with a corporate pattern on a blue background, in which the logo was refined.

As a corporate font, we suggested using Montseratt. This is an amazingly stylish headset, which is based on street Argentine posters. Such a neat and elegant urban style is perfect for a cleaning company.

In case, for some reason, the customer’s employees will not be able to use the Montseratt headset, we have prepared for them a “spare airfield” backup font Roboto. It is also modern and as easy to read as possible.

The project took a long time. Our brand book had to go through a string of approvals, as if it was about launching a nuclear reactor. However, we are used to working with large companies, and always make changes with the equanimity of Buddhist monks and the enthusiasm of the Spanish conquistadors!