Gave a chute-cleaning business running since 1994 its first logo and its first website.
Insight
Chute Cleaning Division cleans trash, compactor, incinerator and laundry chutes in apartment buildings, co-ops and condos across New York, New Jersey, Connecticut and Pennsylvania. Marshall has run it out of Queens since 1994, with a crew of three. More than 5,000 cleanings, nearly all from word of mouth, and no logo and no website.
The insight: supers and property managers don't hire a company, they hire the person who picks up. So the brand is Marshall himself, the man on the logo who answers the phone and runs the job. Friendly on the outside, dead serious about the work.
Solution
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Marshall, drawn into the badge
There was no logo to start from, so we started from Marshall: the glasses, the graying beard, the half-smile, arms crossed with a chute brush on his shoulder. The badge reads like a union-shop patch, with the name across the top and the year he started at the bottom.
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One brand, every size
The badge is the main mark. Marshall standing beside the name is the wide logo for the website header. A CCD circle is the icon for small spaces like a browser tab or a profile picture, and a plain wordmark covers the rest. Navy, safety yellow and off-white, in big simple shapes that still read at icon size.
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On the shirt and the van
The badge stitched on a navy work shirt, and the van with the badge, the name and the phone number down its side. These are mockups, not photos.
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Marshall explains the job
The same character walks a manager through the work in five steps: he takes the call, quotes the building, sets the date for the tenant notice, cleans the chute and checks it with photos. No stock photos anywhere.
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A website that picks up the phone
After more than thirty years on word of mouth, the business has a front door. Every page leads to one of two things: call Marshall, or ask for a quote. On a phone, Call, Text and Quote sit at the bottom of the screen. The quote form asks for what decides the price: the floors, the chutes and the type of chute.
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The whole chute, top to bottom
An illustrated building with the chute cut open. Scroll down and the brush works through it part by part: the intake doors and their baffles, the shaft, the sprinkler heads, the compactor room. It shows a manager what a full cleaning covers, baffles included.
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Wherever the buildings are
Ten area pages, from the Bronx and Queens to New Jersey, Connecticut and Pennsylvania, each with its own illustrated street scene and the neighborhoods it covers. A super in Queens reads about Queens buildings, from Jackson Heights to Long Island City.
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Answers before the call
Six service pages, from trash and compactor chutes to pre-war incinerator flues, baffles, linen chutes, safety checks and graffiti. And a plain guide for supers: the parts of a chute, what New York City's chute rule requires, who is responsible for what and how often to clean, with every rule linked to its official source.
What AI did
AI image tools drew the mascot and the illustrations, working from photos of Marshall and our brief; we revised the likeness against a newer photo and chose every final. The shirt and the van are mockups made the same way to show the brand on the job, not photos of real uniforms or a real van. AI coding agents built the website to our design, and people made every final call.
Result
From nothing to a full brand and website: the badge, a wide logo, an icon and a wordmark, shirt and van mockups, a cast of illustrations with Marshall in them, and a website with a quote form, six service pages, ten area pages and a guide for supers.
Want yours to look like this?
Garren replies within one business day.