Our work

Brand building for innovative care sector software start-up

Client | Jeeni

Klutch Studio - Business Cards for Jeeni

The Challenge

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.

The Strategy

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 lives working 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.

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 spakles 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.

Klutch Studio X Jeeni - Brand Identity and website Klutch Studio X Jeeni - Business cards Klutch Studio X Jeeni - Tote bag design Klutch Studio X Jeeni - iPad website design Klutch Studio X Jeeni - Brand Identity and mobile website design
Klutch Studio x Jeeni - Application design Klutch Studio x Jeeni - Flyer design Klutch Studio X Jeeni - Brand Identity and website designs Klutch Studio X Jeeni - Screen mockup


“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 Croft
Channel Director

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