Equapro Clean

The identity came before the site

Equapro Clean had no logo. No colours, no typeface, nothing to put on a quote or on a van. The site could not begin before the brand existed.

The symbol is a fan of five leaves. You do not draw a mop or a soap bubble: professional cleaning sells the air you breathe once the teams have left, not the gesture. Five shapes opening out, and it reads on its own.

Six colours, named so they can be asked for: Pousse, Feuille, Menthe, Lagune, Sapin, Encre. Green says cleaning product, teal says commercial contract; between the two sits exactly what the company sells. The ink is a blue-black, #0F1B24, never the pure black that hardens everything it touches.

The typeface is Montserrat, bold for EQUAPRO and regular for CLEAN. Two weights of one family rather than two families: the logo sets itself, and it stays legible down to sixteen pixels.

The kit runs to thirty-seven files: horizontal, vertical, symbol-only and signature versions, each in positive, negative and monochrome, plus favicon, iOS icon and share image. An identity that owns only its logo breaks on the first medium nobody planned for.

The site then had no colours to look for — they were settled.

The problem

Cleaning sells by the hour, which puts everyone on the same line and lets the cheapest win. No site in the sector in Brussels was showing a result.

The client's edge is consistency: same teams, same protocols, same checks.

Our decisions

We took the hourly rate off the home page and put the result in its place: before, after, and the protocol in between.

The quote takes three fields. A twelve-line form loses a manager replying from a job site.

The build

A static site, no database: nothing to update, nothing to hack, and under two seconds even on mobile data.

Pages per type of premises — offices, shops, apartment blocks, post-construction — give each search its own entry.

What we take from it

In a market where everyone quotes a price, showing a result is enough to stand apart.