A fresh name. A cleaner experience.
Vella had big ambitions. Formerly known as Highland Park Housekeeping, the business had built a loyal customer base in Dallas, but with plans to expand into new states, the name felt too tied to one location. We partnered with them to evolve their brand from the ground up, starting with strategy and naming, and continuing through brand identity, visual design, and digital experience. The goal: retain the trust and equity they’d earned, while modernising the brand to connect with new audiences. The final identity gave their original mark a refined, confident new look, keeping the familiarity customers knew, while signalling a step forward for the business. We also redesigned the end-to-end booking flow to support conversion and make the entire process feel as smooth as the service itself.
Before diving into design, we worked closely with the Vella team to lay a strong strategic foundation. Through collaborative workshops, we explored their Why, What, and How, aligned on brand values, and used personality sliders to define the tone and feel of the brand. These sessions helped uncover what truly set Vella apart, not just a high standard of service, but a deep respect for the homes they care for. This clarity shaped every part of the identity, from voice to visuals, ensuring the brand felt as considered and polished as the experience they deliver.
As part of the project, we created a comprehensive brand guidelines document to ensure consistency across every touchpoint. From tone of voice to logo usage, colours to social templates, the guidelines gave the Vella team everything they needed to express the brand with confidence, internally, online, and out in the world. It was built not just to document the work, but to empower their team to grow it, evolve it, and scale it into new markets with clarity and cohesion.
Every concept comes from somewhere. After research, stakeholder interviews, competitor as well as competitive research, we dive in to brainstorm. After exploration, great ideas move forward, this stage of a project is so exciting and rewarding.
Take a look at some of the other concepts created.
