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DIRECT CLEANING SERVICES

Direct Cleaning Services Branding

A complete brand transformation for a 
long-established Leeds business

When you know someone through years of face-to-face networking, you get a real sense of their personality, values and ambitions. I have known Gavin, the owner of Direct Cleaning Services Leeds, for several years. We have mixed socially and built a genuine friendship, yet we had never actually worked together. The moment had never been quite right.

That changed recently. Gavin had reached a point where the visual identity of his company no longer matched the scale of the business he had built. Direct Cleaning Services has been operating since 1990, supporting commercial clients across Leeds and West Yorkshire with office cleaning, commercial cleaning, builders cleans, window cleaning, floor care and specialist site services. The business had grown significantly, but the brand had stayed still.

Gavin wanted a new identity that reflected the real quality, reliability and professionalism of his team. He also wanted something that would help him position the company more strongly with commercial clients and facility managers. Our task was to create a brand that would give DCS a modern corporate presence and set the foundation for continued growth.


UNDERSTANDING THE VISION

Gavin’s brief was clear. He wanted a brand that expressed confidence, capability and ambition. The previous logo had served its purpose but no longer represented a commercial cleaning company handling large contracts and high-spec environments. It was friendly and familiar, but it did not speak to the markets DCS now serves.

The new brand needed to feel modern and high quality. It needed to express trust and professionalism. Most importantly, it had to show that Direct Cleaning Services is a well established commercial cleaning partner that operates at scale across Leeds.

We also wanted to honour the company’s roots by incorporating the Leeds skyline as a key visual element.


DCS Branding, before and after working with Rushfirth Creative


THE REBRAND
FROM LOCAL CLEANER TO CORPORATE-READY COMMERCIAL CLEANING SPECIALIST

The transformation is bold and instantly recognisable. We replaced the dated look with a sharp, modern and confident identity that reflects the high standards Gavin and his team work to every day.


THE NEW DCS IDENTITY

The new logo is built around polished, dimensional lettering that introduces a sense of clarity, strength and precision. The Leeds skyline sits behind the identity and anchors the company in its city. The cool blue colour palette reinforces the themes of cleanliness and reliability.

This identity works consistently everywhere from print and documents to uniforms, vehicles and office interiors. It gives the business a cohesive and professional look across every point of contact.


DCS branding roll-out


PRINTED ASSETS AND PRESENTATION MATERIALS

We developed a complete suite of printed and digital materials to support new business opportunities and client presentations. These include:

• Proposal and presentation documents
• Business cards
• Letterheads
• Covers and document systems
• Branded layouts for brochures and reports

Every item follows the new design system so the company presents itself professionally in meetings, bids and client communication.



OFFICE BRANDING
CREATING A PROFESSIONAL ENVIRONMENT

To help embed the new brand within the business, we designed and installed a large feature wall graphic using the DCS identity and the Leeds skyline. This transformed the meeting space and provided a strong backdrop for team meetings, presentations, social media posts, and client discussions.

The new environment gives a sense of pride and professionalism whenever visitors walk through the door.


DCS office wall wrap


WORKWEAR BRANDING AND TEAM INTEGRATION

DCS wanted their team to look consistent and easily identifiable on every job. We created branded workwear designs that applied the new identity across T-shirts and high-visibility vests. These designs were produced for the team to implement across their sites.

The result is a more professional, unified appearance that strengthens trust and brand visibility when working in commercial buildings throughout Leeds.


DCS workwear


VEHICLE LIVERY DESIGNED FOR COMMERCIAL IMPACT

The fleet branding became one of the most eye-catching expressions of the new identity. We designed full branded vehicle graphics using the skyline artwork, DCS logo and service listings. The vehicles now act as moving advertisements across Leeds city centre and the wider region.

This upgrade significantly improves visibility and reinforces the company’s commercial presence.


DCS van at the clients address


A BRAND THAT REPRESENTS 35 YEARS OF SERVICE

Direct Cleaning Services has been part of the Leeds business community since 1990. This rebrand finally gives the company a visual identity that matches its reputation and capability. It supports the team, strengthens client confidence and positions DCS for future growth across the commercial cleaning sector.

Working with Gavin on this project has been a pleasure. After knowing each other for many years, it was the right time to collaborate and create a brand that does justice to everything he has built.

If you would like your brand to reflect the real standard of your work, we would love to help you take that next step.


DCS Van wrap
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