Cleanworks

illustration motion design

A clean, hand-drawn animation built to introduce Cleanworks' brand refresh on their website.

Problem

Cleanworks had just gone through a brand refresh, but their existing website explainer still reflected the old look and tone. Visitors landing on the site were seeing a disconnect between the new brand identity and the video meant to represent the company, which undercut the trust and polish the refresh was meant to build.

Solution

Working from Cleanworks' new brand guidelines, I storyboarded and designed a set of characters in line with the direction set by DAIS. I then animated them alongside service imagery, stats and location data to show the breadth of Cleanworks' operations. Colourful type and clean, friendly character work were used throughout to tie the explainer directly to the new brand.

Why it works

A consistent, well-designed explainer reassures visitors that the brand refresh is more than a new logo, it reflects a business that pays attention to detail. Introducing real staff-style characters alongside the stats and service map also builds a sense of trust and scale, showing Cleanworks as an established, professional operation rather than an anonymous service.