Butler is a home-management service provider determined to turn the housekeeping industry on it’s head. Through an on-demand mobile app, Butler can bring a range of high-end home-keeping services into any home. After 5 years with the original identity, Butler approached us to smarten-up their visual identity, to graduate them to the next level.
The existing identity
The existing brand identity suffered a few difficulties. The traditional typography did not lend itself to feeling like a tech-oriented company. The proportion between logotype and logo and the stacked lockup, caused difficulty. Also the logomark was not unique or ownable.
—Existing Butler brand lockup
Smartening up their brand identity
Through discovery sessions with Butler’s stakeholders, we decided to keep a couple of the strongest brand assets that customers had known to associate with the Butler service. The bowtie and the red.
We refreshed the logo and logotype lockups, developing the marks into something that could be unique and ownable.
Humanising the brand
The new brand was humanised with the help of characters, adding depth and personality to the digital experience.
A true digital-first brand, the website experience has to set the groundwork with potential clients. The Butler website is a simple experience to inspire and convert enquiries into customers.