Elsie's Home Cleaning

Elsie’s Home Cleaning is a playful, retro-inspired cleaning brand created for a Washington, D.C.-based startup founded by the team behind Teak & Twine and Sidekick Kitting. Inspired by vintage homemaker aesthetics, feminist charm, and a touch of cheeky magic, the brand reimagines old-school cleaning services through a modern, feminine lens. For this project, I partnered with the founder to develop the visual identity and mini brand board from the ground up. The goal was to create a brand that felt nostalgic yet fresh—balancing retro typography, playful pink tones, and polished visual structure to make the company feel approachable, memorable, and full of personality. The identity drew inspiration from vintage signage, mid-century advertising, and classic homemaker culture, while still feeling modern enough for today’s digital audience. I designed a type-focused logo system, curated the color palette and typography direction, and helped establish the foundational visual language that would carry into the website and future marketing materials. With a lean startup budget and tight scope, the challenge was creating a high-impact brand presence using minimal deliverables. The final direction captures the whimsical, warm energy of the company while giving the founder a flexible visual system that can grow alongside the business.