First City Softwash reached out to me to assist with building the visual identity of their brand new company in 2022. The owner, Keith, knew from the start that he wanted to have a solid visual foundation that was connected to Pensacola and the surrounding area but wasn't really sure what he exactly he wanted the brand to look like.
In my research I noticed that almost every power wash/soft wash company I could find utilized very similar iconography. The majority of the logos featured a man holding a power washer gun or the gun itself. I knew I didn't want to follow that path but even my early concepts included a dolphin mascot with a power washer.
Early Concepts:
I knew my client is a big beach guy like myself, and I knew he frequently visits Hawaii so I thought it could be a good opportunity to make his brand personal to his character. Early mockups were heavily influenced by the beach or Hawaii.
The Wave Concept
The more I sketched and thought about the idea, I started to tie things together with this idea of a wave. It would be easily recognizable as a beach theme but I also like the idea of it from that standpoint of a power washing company. An enormous, yet friendly wave that can sweep in and wash your house and driveway. I drew the following wave in Procreate and I simplified the wave concept from there before taking it into Illustrator.
First City Softwash has been successful building their client base and adding new creative pieces as they grow. I'll update with any others I create for them. Thanks for taking a look!
