Clean Slate


Clean Slate - Life Organized is a professional organization service in Houston, TX. Its mission is to help individuals, families, and businesses de-clutter and streamline in order to reduce overwhelm, manage life changes, and increase productivity.

The project included logo design, print design, web design, and product design.

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Lisa of Clean Slate was looking to create a visual identity that communicated her company’s values and distinguished her from others in her field. After competitive analysis, we arrived on three attributes that would communicate the brand’s mission and values: minimal, light, and clean.

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To give Lisa’s website the feeling of a true clean slate, I improved readability by adjusting line length, kerning, font choice, and font colors.

I also implemented calls to action, including enlarging the “play” button and adding the words “press play” to her headline intro video, and organizing an email nurture funnel with optin incentives and variable outcomes based on client behavior.



Lisa needed a uniform to build brand recognition and trust. We applied the Clean Slate logo to collared work shirts in brand colors.

Holland Hettinger