Branding

As the Marketing Director over Brand Strategy and Creative Development for Zerorez, an international franchisor carpet cleaning company, I led the development of several great branding, social, digital, print, and TV assets.

Visual Brand Refresh

From color and font updates to establishing a graphic style, making badge improvements, and numerous photos and video shoots, I set visual brand guidelines for the company, across mediums, including print, digital, and email.

Marketing Playbooks

Ahead of each quarter, I released a quarterly marketing playbook with integrated campaign messaging, creative assets, and a content calendar to ensure cohesive messaging and visuals across the franchise system and across marketing channels.

Visual Brand Storytelling

Research-Informed Award-Winning Commercial

Shortly after I started at Zerorez, we partnered with Creatably to create this 4-minute video, based on non-carpet cleaning consumer research and brand persona and voice. The goal of the video was to act as a top-of-the-funnel category awareness asset.

I oversaw the production with an agency partner, ensuring the work was on-brand visually and conceptually and delivered on time.

This video was a 2024 Telly Award Winner in Writing, Product and Service, and Use of Comedy.

Website UX/UI, SEO & CRO

In 2023, Zerorez.com received a Netty A ward for “Best New Website Design” after new brand standards, colors, and elements were incorporated into the website.

At Zerorez, I updated numerous landing pages, from the About Us page to Careers to Services pages. I created new landing pages, including a Pricing page and Promo Codes page. I ensured the website taxonomy, and menu and footer navigation, were user-friendly and intuitive.

I edited the website for brand voice, legal compliance, hierarchy of brand messaging, and customer experience. This meant adding robust FAQs, before/after sliders, video embeds, interlinked content, and more.

I took an aggressive and strategic SEO blog content strategy, publishing 91 new blog articles, which led to a 400% blog traffic increase in one year, growing brand awareness and brand authority in their industry.

I worked with the CRO and web team on testing fonts, colors, home page designs, alert bar designs, widgets, the online booker, better layouts, and more.

Establishing Zerorez’s Brand Pyramid

Using prior and new marketing research insights, along with Zerorez’s company’s mission and values, I established Zerorez’s brand pyramid to visually outline the brand’s identity and market positioning. In their brand guidelines, messaging standards and compliance were established per service offering.

Zerorez also had several Customer Personas and customer segments that were targeted with certain marketing materials.

See more Zerorez’s Photography & Video on their Instagram Account