Branding Case Study: Crescendo Cleaning

A new start-up taking commercial and office cleaning beyond wiping and washing.

The client

Daniel Lynch – North Pittsburgh-based entrepreneur

Business type

General cleaning services for small and large office buildings.


If it’s not done just right, it’s wrong.

Our daily routine includes tasks typically not performed by other janitorial services. We adopt technology and best practices to increase efficiency. Our unwavering attention to even the smallest details brings to every job a level of service our customers value and have come to expect. No cutting corners or rushing through our daily duties. Simply put, we treat every space like it’s our own. And we know that going the extra mile is what makes our clients shine.

The brand strategy

Brand promise

Your office or facility is often your customers’ first impression of your business. In some cases, it’s your employees’ second home. We’d like to make their stay as clean and comfortable as possible.


Create a business name, tagline, and logo that evoke elegance and cleanliness.


We’ve embraced the latest technologies and implemented systems, procedures, and continuous improvement initiatives to make the best of our time and, more importantly, your money. And we’re committed to proper stewardship of our planet and your work space by adopting green techniques wherever possible.


Establishing a track record of customer satisfaction through client testimonials.

The solution


Name – Crescendo Professional Cleaning Services

Upscale and elegant

Tagline – Get It Seriously Clean.

Reinforces company commitment to their customers and service.

Logo and identity

Bold, clean, and contemporary

Messaging and website

Clearly communicates the business’ embrace of technology, commitment to service, and attention to detail through a mobile-friendly website. Establishes their brand promise and service guarantee, while offering incentives for new and existing customers.

Crescendo Cleaning montage of branding samples


Here’s what the client has to say:

I wanted to make sure my new business had the right logo and website and I knew it was time to rely on professional help. I was referred to Step2 Branding & Design by a trusted colleague. After working with Ron, we determined that a name change was also needed. Step2 came up with a name and identity that reflected both my values and how I wanted my customers to view my business. My cleaning company is now poised for growth with a new look, a refined message and clean website.


Founder, Crescendo Professional Cleaning Services

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