A complete sub-brand identity built in 3 months — bringing Superior Procare's expertise into the residential market with its own name, logo, products, and commercials.
Superior Procare was built for commercial and industrial clients — businesses, facilities, and contractors that need professional-grade cleaning equipment.
But there was an untapped opportunity: residential customers — homeowners who want the same quality equipment for their homes. Different buyer. Different message. Different brand.
MaxCare was created as a dedicated residential division — same parent company, same product quality, but with its own visual identity, name, and communication designed specifically for the home market.
Superior Procare needed two separate identities to speak to two very different buyers — commercial clients who need industrial-grade solutions, and homeowners who want professional quality at home.
Designed to feel approachable and trustworthy for homeowners — warmer and more accessible than the industrial Procare mark, while still clearly belonging to the same family.
MaxCare products live within the Superior Procare Shopify store — a seamless experience that keeps the parent brand's credibility while giving residential buyers a dedicated section designed for them.
Product mockups created to show MaxCare's residential cleaning equipment under the new brand — consistent with the visual identity and ready for use across social, web, and print.
Produced entirely in After Effects — scripted and animated to speak directly to homeowners. Warmer tone, residential settings, focused on the ease and quality of cleaning at home.
A complete residential division built in 3 months — giving Superior Procare a second revenue stream and a dedicated identity for the home market. One creative. Zero agency.