Greens Cleans

My Role | Important Context

The visual identity was designed by a fellow graphic designer. My scope was everything that came after — the strategy, the content direction, the briefs, the copy, and the execution. This is a pure Creative Direction and Social Media Strategy case study.

The Challenge

My Role | Important Context

Cleaning services are a low-interest category. People only think about them when something is dirty. The challenge was to build a social media presence that kept Greens Cleans relevant, useful, and memorable in between bookings — turning a transactional service into a brand people actually follow and trust.

The Strategy

My Role | Important Context

The Creative Direction

The content strategy was built around one idea: make cleanliness feel like a lifestyle, not a chore. Instead of posting before and after photos and promotions, the content was structured around three pillars — education, storytelling, and relatability. Each pillar serves a different audience need and a different stage of the customer journey.

Monthly content calendars were developed with post ideas mapped to each pillar, ensuring the brand showed up consistently with content that had a reason to exist — not just filler.

The Creative Direction

Detailed briefs were written for every post — covering layout direction, color usage, typography tone, iconography, copy, and visual references. The social media designer and video editor worked from these briefs to execute the visuals. Nothing went to production without a clear creative direction document behind it.

Copy Direction

The Creative Direction

Copy Direction

All post copy was written in both English and Dutch, balancing the brand's warm and approachable tone with practical information. The bilingual execution wasn't just translation — each caption was written to feel native to its language and its audience.

The Scope

The Creative Direction

Copy Direction

Brand strategy, monthly content calendars, creative direction briefs, social media copywriting in English and Dutch, post scheduling and publishing.

Here's how three of those briefs translated into content:

Pet Owner Clean Checklist

A relatable, playful infographic targeting one of the most engaged audience segments — pet owners. The brief called for a checklist layout with pet icons, pale green and white palette, and a playful font that matched the tone of the caption. The idea behind it: give pet owners something genuinely useful so the brand earns their attention before asking for their booking.

Myth Buster: Vinegar Cleans Everything

An educational post tackling a common household cleaning misconception. The brief specified a split layout — red-tinted myth side versus green-tinted fact side — with bold typographic hierarchy and icons for stone, wood, and tiles. The "Did You Know?" badge was included as an engagement hook. This format positions Greens Cleans as a knowledgeable authority, no

Client Story: The Moving Day Rescue

A storytelling carousel built around a real human moment — moving into a rental that wasn't clean. The brief called for a high-contrast, cluttered visual for the "before" and a warm, brand-toned visual for the "after." The copy was designed to feel cinematic and empathetic, not salesy. This format builds trust by showing the brand solving a real problem rather th

GREENS CLEANS | Creative Direction & Social Media Strategy

My Role | Important Context

My Role | Important Context

My Role | Important Context

The Challenge

My Role | Important Context

My Role | Important Context

The Strategy

My Role | Important Context

The Creative Direction

The Creative Direction

The Creative Direction

The Creative Direction

Copy Direction

The Creative Direction

Copy Direction

The Scope

The Creative Direction

Copy Direction

Here's how three of those briefs translated into content:

Brand Strategy

GREENS CLEANS | Creative Direction & Social Media Strategy

My Role | Important Context

My Role | Important Context

My Role | Important Context

The Challenge

My Role | Important Context

My Role | Important Context

The Strategy

My Role | Important Context

The Creative Direction

The Creative Direction

The Creative Direction

The Creative Direction

Copy Direction

The Creative Direction

Copy Direction

The Scope

The Creative Direction

Copy Direction

Here's how three of those briefs translated into content:

Brand Strategy

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