A visual system created to organize GM Services and its different areas of operation.
The starting point was a low-quality logo, transformed into a solid and applicable brand.
The identity gained physical and digital applications, from business cards to the website hero.
Auckland-based cleaning, maintenance, and general solutions company GM Services Co. arrived with an AI-generated logo concept lacking in quality, standards, and a defined visual system. In partnership with Raven Agency, I developed a complete brand overhaul, creating a more modern, consistent, and scalable identity.
In addition to the parent brand, the project organized its sub-brands — GM Cleaning, GM Maintenance, and GM Carpet Cleaning Specialist — and brought the new identity to business cards, water bottles, shirts, and the website hero.
Transform an initial logo idea, lacking technical quality and visual consistency, into a professional and well-defined brand.
Create a system capable of connecting the main brand to the different service areas without losing clarity or recognition.
Ensure that the identity worked with the same strength in physical materials and in the company's first digital touchpoint.
I redesigned and standardized the identity of GM Services Co., creating a more solid, clean visual foundation prepared for growth.
I developed a brand architecture for the sub-brands, preserving visual unity and facilitating their application in each specialty.
I applied the system to business cards, a bottle, a shirt, and the website's hero section, creating a consistent presence across all touchpoints.