Case Study

Skylark Dry Cleaning

Eco-friendly. Dirt hostile.

Skylark Dry Cleaning came to us as a start-up in need of a brand. Their points of difference were many – convenient pickup and delivery, elevated service, superior cleaning – but the biggest differentiator was Skylark’s 100% green operation, which was safer for customers, employees, the clothes and the environment.
Discover

Initial research revealed strong demand for “green cleaning,” but with a powerful caveat: While the public prefers environmentally responsible cleaning methods, they’ll sacrifice their ideals the moment they spill wine on their favorite garment – or are asked to compromise on convenience or price. We also discovered that lots of cleaners call themselves green, but aren’t; category wide, branding tends to be indistinct; and the public has few good things to say about the service culture of cleaners. All of which signaled plenty of opportunities to create a standout brand.

Plan

The challenge was clear: How to communicate safety and effectiveness, along with all the other attributes consumers hold dear, while offering something truly new. First we created an unequivocal positioning that expressed a strong point of view: “Eco-Friendly. Dirt Hostile.” Similarly, we created a brand voice that conveyed Skylark’s points of difference with enthusiasm, clarity and authority, letting customers know about the many ways Skylark raised the bar for dry cleaners.

Skylark Cleaners Print Pieces
Create

Initial deliverables included logo and identity system, a website, vehicle graphics, signage, branded bags, postcards, door hangers, and an email template. We also created a full suite of materials surrounding residential and commercial pickup and delivery – all arranged via a simple online interface. From postcards to web pages, Skylark’s brand identity burst with crisp color; soothed with simplicity and airiness; and reassured with bold declarations of its expertise and ideals.

Skylark Cleaners Store Front
Activate

Ongoing efforts to grow Skylark Dry Cleaning have included partnerships with the Minnesota Timberwolves and Lynx, building lockers in new high-rise residences, radio ads and the communication of new services. We have also worked with Skylark to make their principal facility a 24-hour-a-day beacon of friendly commerce, with bright, bold colors and engaging signage. Ditto for Skylark’s vehicle fleet. Three-plus years after joining forces with Skylark, the dry cleaner continues to chart sales gains well ahead of expectations.

Skylark Van

Testimonial

What’s impressed us about Supervox is that they combine the comprehensiveness of a larger firm with the entrepreneurial scrappiness of a start-up. They helped us launch our business, armed us with everything we needed to be successful, and have continued to be our trusted advisor and partner as we’ve grown and grown. We constantly get compliments on their work, from customers, designers, and even from competitors! Also, I need to mention that beyond being great at what they do, these people are actually nice – a big, big plus indeed.

Andrew Gaspard

Owner, Skylark Dry Cleaning