Carmen Mercado, a cleaning business owner with over a decade of experience, contacted me to create the brand identity for Cleaning 911, a company she established after branching out on her own.

We began by discussing what she wanted this new chapter to represent and the personality she envisioned for the brand. I explored a few different concepts, but the emergency-response theme stood out immediately. Carmen connected with it right away, so I built the identity around that idea, starting with a custom mascot illustration that set the tone for the entire project.

Cleaning Officers on Duty

Cleaning 911 – Brand Identity, Logo Design, Web Design, Guidelines, Mockups, Print Assets

Digital sketching process for the mascot

The mascot, Delia, is a cleaning specialist wearing a police cap, a playful nod to “New York’s Finest” and the emergency-response theme. Her expression and pose were designed to feel friendly and trustworthy, reinforcing the brand.

The wordmark works on its own as the primary logo, while the secondary version brings in Delia for larger applications.

The submark handles small formats, but holds its own on big graphics too.

Logo

Fraunces brings a friendly, vintage feel to the headlines, while Outfit keeps the body text clean and easy to read.

Together, they ensure everything stays sharp and readable across print and digital.

Typography

Color Palette

The palette centers on navy blue as the primary color, supported by red. Navy reinforces reliability while red brings urgency and ties the identity to the 911 theme.

A yellow accent adds contrast, while a soft blue tint grounds the system.