For Cleanline Carwash, we set out to challenge the usual expectations of the industry. Instead of the typical bright, sterile, and overly technical look common to carwash visuals, we developed a dark, focused, and luxurious identity. Our approach placed emphasis on atmosphere, quality, and elegance — creating a distinctive and lasting impression for the brand.
The result is a visual language that feels exclusive, powerful, and carefully refined, elevating the perception of both the service and the customer experience.
This fresh identity came to life in a cinematic commercial film. Using a high-end super sports car as the central element, we showcased the detailing, precision, and technical perfection of the washing process.
Through carefully directed lighting and shadow work, the car’s curves, surfaces, and textures became the focus — highlighted by controlled moving lights that created abstract reflections across the flawless varnish. These moments were blended with powerful, fast-paced sequences from inside the washing line itself, where water pressure, foam, and motion formed a dynamic contrast to the elegant beauty shots.
To fully capture the atmosphere of strength and precision, we developed a tailored sound design that enhances every visual moment. The roar of water, the hiss of pressure, the glide of brushes — all carefully mixed to build tension, release, and impact throughout the film.
Together, visuals and sound create a complete sensory experience that redefines how carwash services can be presented.
For Cleanline’s social media presence, we developed a custom strategy designed to stand out in the fast-paced, ever-changing digital landscape. The goal: grow reach, boost engagement, and position the brand as not only a premium car care service but also as a relatable and entertaining presence in the daily scroll of its audience.
To achieve this, we slightly adjusted the visual concept for social platforms — integrating the brand’s secondary CI color, turquoise, to create a bold and fresh look with more pop and contrast. This subtle shift ensures a distinctive appearance while maintaining consistency with the overall brand identity.
In terms of content, we focused on balancing infotainment and entertainment, with a clear emphasis on humor, lightness, and trend-driven storytelling. Around 80% of the content leans towards entertaining and relatable formats, while 20% subtly educates the audience about services, car care, and the brand itself. This mix keeps the feed dynamic, engaging, and perfectly tailored for platform algorithms and audience expectations.
The strategy not only drives attention and potential new customers but also strengthens the company’s image as an attractive, modern employer — supporting both customer acquisition and employer branding in one cohesive approach.
