One Heart Cleaning

Sustain clean and healthy living and working environments through heartfelt cleaning solutions with social impact

Project aim

One Heart Cleaning (OHC), a pioneering social enterprise in the cleaning industry, provides both residential and commercial cleaning and disinfecting services. In 2021, the company became the first cleaning enterprise to join The Singapore Centre for Social Enterprise (raiSE) in recognition of its commitment to creating social impact by offering employment opportunities to beneficiaries. As a key sector developer and membership body, raiSE supports aspiring entrepreneurs and other stakeholders committed to advancing the social enterprise sector. In response to the challenges posed by the COVID-19 pandemic, One Heart Cleaning partnered with global creative change firm Consulus to adapt its operations and sustain its social mission.

Overview

In response to the challenges posed by COVID-19, One Heart Cleaning engaged in a project focused on strengthening its strategic business direction and pivoting its sales strategy to ensure a stable cash flow. Utilizing the Future Resilience by Design approach, which encompasses business model evaluation, strategic purpose definition, and sensory data presentation, the project aimed to secure the long-term sustainability of One Heart Cleaning’s social mission.

Project Information

Industry: Business/Professional Services, Non-Profit/Social Enterprises
Location: Singapore, Malaysia, Asia
Type of solution: Future Resilience by Design (Formerly PurposeCORE)
Client: One Heart Cleaning Pte Ltd
Year of completion: 2022

Disciplines:

Research
Strategic planning
Design thinking
Business model design
Organizational design
Human capital development
Operational Process/SOP/workflow design
Service concept design
Branding
Marketing communications
Sales process design
Social impact

Fortifying the Strategy

The core of the project was a thorough evaluation of One Heart Cleaning’s existing business model. This led to the development of a Purpose Model, complete with detailed guidelines on how to implement it effectively. The company’s corporate identity was also revitalized, including the creation of a new logo and visual identity guides that aligned with its mission as a social enterprise.

Implementing the Plan

To ensure the sustainability and growth of One Heart Cleaning, several key frameworks and tools were developed. An Impact Branding Framework was established, followed by an update of the company’s brand messaging and corporate brochure. Further, the project included the creation of brand applications, such as uniforms, name cards, vehicle graphics, stickers, and social media templates. To maintain operational efficiency, tools such as sales record tracking formats, social media content planning tools, and website strategies were also developed. Four months after the initial 12-week engagement as part of the raiSE GROW BIG program, the Consulus project team continued to oversee the implementation of strategies to ensure that One Heart Cleaning was well-positioned for future growth.

Key deliverables and outcomes of the project included the following:

Created a Purpose Model with usage guidelines
Designed a new corporate visual identity and guides
Developed a customer segmentation and sales strategy to position OHC as a leader in social enterprise
Introduced a unique service delivery method for premium packages
Established an Impact Branding Framework and updated brand messaging
Created brand applications: uniforms, name cards, vehicle graphics, stickers, and social media templates
Developed guidelines for business strategy meetings and reporting
Designed sales record tracking formats for residential and commercial teams
Developed a social media content planning tool
Created a website strategy, wireframe, and editorial content
Supervised the implementation of marketing strategy and initiatives

Consulus project – One Heart Cleaning Name Card Design

One Heart Cleaning Name Card Design by Consulus