PENINSULA TRASH VALET

Peninsula Trash Valet is a residential waste management service operating in Delaware’s coastal communities.

https://www.peninsulatrashvalet.com

PROJECT BRIEF

The client required a comprehensive brand kit, including logo design, color palette, font pairing, and imagery guidelines.
The visual identity had to reflect Delaware’s upscale, coastal lifestyle, combining cleanliness, safety, and reliability with an understated sense of elegance and a sense of belonging. The goal was to create a brand that felt both professional and approachable, appealing to homeowners who value service and professionalism.

MY WORK

The goals behind the design were to:

. Build trust and convey reliability
The brand needed to communicate safety, care, and dependability. Homeowners are trusting the company with access to their property, so projecting professionalism and responsibility was key.

• Reflect elegance, cleanliness, and coastal lifestyle
The design had to capture the essence of Delaware’s upscale beachside neighborhoods—clean lines, soft color palettes, and an airy aesthetic that feels both premium and approachable.

• Balance efficiency with a sense of belonging
It was important to differentiate from other US providers, and show that Peninsula Trash Valet understands local rhythms and lifestyle needs.

• Create a visually cohesive, stylish, and approachable identity
The brand needed to feel professional, polished, and uncluttered—simple yet sophisticated, with just the right balance of corporate professionalism and friendly tone.

The inspiration behind the branding:

• An elegant and refined design inspired by Delaware’s coastal lifestyle
The color palette was drawn from natural coastal elements—tones inspired by water, sand, and classic maritime style. Soft blues, warm beiges, and deep marine hues were chosen to evoke a sense of cleanliness, freshness, and timeless coastal elegance.

• A logo inspired by Delaware’s iconic lighthouses
This choice creates an immediate connection to Delaware’s coastal identity while reinforcing the brand’s values of protection and reliability.

• A typography that reflects elegance, tradition, and the upscale coastal aesthetic
A classic serif typeface was selected for the word “Peninsula” to echo the visual language often seen in sophisticated seaside communities, conveying tradition, stability, and refinement. This is complemented by a thin, modern sans-serif for “Trash Valet,” adding simplicity and balance to the overall composition.

• Imagery that speaks to lifestyle and belonging
Photography and visual assets were chosen to reflect coastal living, home care, and a sense of trust. The goal was to connect emotionally with homeowners—both full-time and seasonal—who value service, aesthetics, and peace of mind.

BRAND IDENTITY DESIGN

1. Branding questionnaire

2. Market research and benchmarking

3. Defining the brand’s core values and brand archetype

4. Sharing mood boards

5. Presenting two logo options

6. Choosing one logo option and refining it

7. Brand guidelines

WEBSITE DESIGN

The goal was to provide potential clients with clear information about the company’s services, service areas, pricing, and contact details—while offering a simple, user-friendly way to subscribe and pay online. The site also needed to address common questions and explain how the valet trash service works.

1. Benchmark and Research
The process began with a thorough benchmarking phase. I analyzed websites from other valet trash service providers, focusing on site structure, visual language, tone of voice, and content flow. This helped identify industry standards, best practices, and opportunities to visually and strategically differentiate Peninsula Trash Valet.

2. Understanding the Client’s Needs and Defining the Site Architecture
After discussing the client’s business goals, target audience, and service details, I defined the site architecture to support a clear and intuitive user experience. The final structure included the following pages: Home, How It Works, Pricing, FAQ, Subscribe, and Contact.

3. Content Creation and Visual Development
I developed all on-site copy to reflect the brand’s tone—balancing professionalism with a warm, neighborly feel. The content aimed to clearly explain the service, address common customer concerns, and build trust. Additionally, I created custom imagery using AI tools, selecting visuals that evoked Delaware’s coastal lifestyle and resonated with the target audience of homeowners and vacation property owners.

4. Building the Website on Squarespace
I implemented the site using Squarespace, customizing the template to align with the new brand identity. This included typography, color palette, and imagery consistent with the visual direction. The site was optimized for both mobile and desktop use, with clear calls to action and a built-in payment system, allowing customers to easily subscribe and manage their plans online.