Brand building for innovative
care sector software start-up

Jeeni Top Banner


The pressure on housekeeping teams in social care, particularly since Covid, has continued to increase, from the introduction of the cleaning charter to other regulatory information and chemical guidance. The importance of organisation and visibility across single sites and groups has never been greater. Jeeni brings you clarity, the ability to monitor, in real time, the activity and progress of the housekeeping teams, ensures compliance with regulations and allows constant communication with your team. Jeeni is software providing housekeeping information in one central place.

The Jeeni team approached us to help them build a brand strategy, name and visual identity for their launch at the Care Show at the N.E.C on the 13th of October 2022.

Jeeni Brand Strategy Naming
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Jeeni Brand Strategy 4 Cs
Jeeni Brand Strategy Hero

We ran a series of workshops with the client to help tease out information and devise a brand strategy that puts the housekeepers at the centre of the brand. The brand would empower them to become advocates of the product and brand, by making their tasks more efficient and easier to complete and record, digitally.

We set about creating rules formed from the strategy for naming and went through a number of options before settling on Jeeni.

Jeeni 2800 x 1400
Jeeni 2800x1400

Branding with character

A play on a Genie and our hero brand archetype, our Jeeni character was created to inject a fun and playful look that was different to anything else in the market. This character represented the housekeepers, as each day they sprinkle a little bit of magic through the care homes, ensuring residents have the best environment possible. The identity was then sprinkled with sparkles as further magical brand expressions and a built in a grid that was formed around the idea of a interactive task list that could be ticked off one-by-one as the day went on.

Jeeni Brand Carousel 1
Jeeni Image 1
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Jeeni Mobile Website
“Klutch have been instrumental in enabling us to get Jeeni from a concept to a brand, making it fun every step of the way. Being limited ourselves in the creative department meant we had a very vague idea of how we might have wanted Jeeni to look and feel, the Klutch team managed to bring this to life, exceeding our expectations. The feedback we have had in the first few weeks has been fantastic.”
Allison CroftChannel Director
Jeeni Brand Carousel 1 copy
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Jeeni Desktop Website
Jeeni billboard

Finally, a big thank you to Allison, Kevin & Steve for trusting us with this project.

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