Clean Leaving

Clean Leaving: Building a Trusted Brand for Melbourne’s End-of-Lease Market

The Objective

Clean Leaving was founded by a seasoned business owner with years of commercial cleaning experience, ready to apply his expertise to the competitive end-of-lease rental market. He needed a credible brand identity that reflected his professionalism while appealing to local tenants and landlords. At the centre of this, he required a simple one-page website that would serve as the cornerstone of his marketing strategy and turn enquiries into qualified leads.

The Solution

The end-of-lease cleaning market in Melbourne is crowded, with price, trust, and convenience often being the deciding factors. Dovetail developed a brand and digital presence that cut through this noise. The brand mark was designed to represent a hassle-free cleaning experience, with three stars symbolising the perfect finish while also conveying the tenant’s journey of leaving the property and successfully reclaiming their bond. Tiles were introduced as a subtle but recognisable visual metaphor, appearing both in digital assets and in static form across stationery and corporate branding.

The website was built to be simple, intuitive, and conversion-focused. Its design allowed customers to quickly identify the services they needed while providing Clean Leaving with the necessary information to deliver accurate quotes without lengthy back-and-forth communication. The site was also equipped with the latest spam protection and lead tracking software, ensuring every enquiry was both genuine and measurable.

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The Result

Since its launch, Clean Leaving has carved out a strong position in the south-eastern suburbs of Melbourne. Leveraging the founder’s prior business experience, paired with a polished new brand identity, the company gained immediate credibility in the residential market. The website consistently generates quality leads, providing the foundation for steady growth and helping Clean Leaving establish itself as a trusted name in end-of-lease cleaning.

“Working with Dovetail has been seamless from start to finish. They captured exactly what Clean Leaving needed - a brand and website that feel professional, trustworthy, and easy for our customers to navigate. The end result has helped us stand out in a competitive market and generate quality leads from day one.”

- Des Gordon, Managing Director, Clean Leaving

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