We are a member services company that provides maintenance services and small repairs to home owners. We use a web based application whereby members (home owners) can sign up and there after request (7/24)the following services:
Small electrical jobs
Christmas light installation
We are based in Calgary Alberta thus our services are weather dependent.
We require a logo to be used on our website so it is important that it works on all devices. Furthermore we would like to see what a vehicle wrap might look life.
Upkeep Group Inc. is a Calgary, Alberta-based home maintenance and renovation company that was founded in 2012. The company currently has two distinct businesses: Member Services and Renovations. Member Services offers reactive repairs and pro-active seasonal / preventative home maintenance that can be completed in hours or days, whilst Renovations projects typically take weeks or months.
Whilst members are a key source of renovation revnue, the company wishes to focus on Member Services moving forward. The idea is for Upkeep to become syonymous with high-end home maintenance. Members pay an annual membership fee to access maintenance services for their homes, which are then charged on a per job basis. Most members are high net worth owners of single-family homes, however, Upkeep also provides maintenance services to condo buildings and commercial / industrial clients.
OBJECTIVE & TIMELINE
Upkeep wishes to refresh its brand as part of a business-wide strategic overhaul. New assets will include a new website (including a new URL), a new app for capturing service requests, new service vehicles etc. We will be re-launching the new Member Services offering on April 1st., 2015. Time is therefore of the essence, with expected delivery date of a new logo no later than the end of February, although the earlier, the better. First drafts are required by Friday, February, 6th.
Our primary target audience is homeowners. Our initial geographic target is specific neighbourhoods in Calgary, but we plan to expand quickly to target other urban and vacation home markets throughout North America. Our typical member is relatively cash-rich and time-poor. He or she is willing to spend money on their home but wants maintenance to be taken care of without having to expend their own time or energy on it, especially as they travel a lot. He or she is in their 40s to 70s, but we do wish to appeal to younger affluent people also.
Branded assets are currently limited to a website (http://www.upkeepgroup.ca), printed marketing collateral, signage and truck decals. The final logo will be used digitally and in print, on everything from business cards to building signage, so scaleability and flexibility in terms of application / layout are key.
The principals have a strong preference for creating a logomark (text + symbol) that is clean and uncluttered whilst being intuitive, quick and easy for clients to recognize.
Clean. Less is more. Modern. On-trend but not trendy. Different. Simple. Memorable.
The only thing that has to stay is the word, “Upkeep”. We will need a new symbol / icon. Consider this project a complete reinvention so everything, including a new colour palette, is on the table.
Upkeep’s offering is unique. Whilst there are competitors doing similar things, we are not aware of anyone offering the same service in Canada. In terms of a benchmark, we do like the effectiveness and relevance of Handy’s branding (handy.com). However, please use this reference carefully. We do not want to look too similar to anyone else, particularly where there is crossover in services offered. We want to be original, differentiated and memorable.
We require a full suite of file colourways, sizes and formats, including vector files, to be delivered. We also welcome ideas for a tag line that focuses on Member Services