LA-based Latinx creative with a passion for rethinking how brands communicate within the modern cultural experience.
Serial hobbyist and rising karaoke star.
Are.na
LA-based Latinx creative with a passion for rethinking how brands communicate within the modern cultural experience.
Serial hobbyist and rising karaoke star.
Are.na
AGENCY: TRACTORBEAM
COPYWRITING
NAMING
RESEARCH
ART DIRECTION
GoCleanCo is the username of an Instagram creator that rose to social media fame at the height of “CleanTok”, the pandemic-born online community dedicated to satisfyingly clean content.
The brand began to lose momentum in the years following the COVID quarantine and needed to establish itself beyond viral content. In order to facilitate bigger brand deals and partnerships, our team created a series of cohesive brand elements such as a new name, logo, and tagline rooted in research-driven strategy.
THE STRATEGY
After a tone audit and competitive review, I developed a strategic voice framework that embodied three core principles: expert education, accessible approach, and motivating spirit.
Due to the nature of the algorithmic success of our client, I adjusted my strategy to take a deeper dive into the world of cleaning content. I spent days immersing myself in a never-ending feed of short-form cleaning tutorials and shocking home transformations. From toilet bowl chemical art to sudsy ASMR scrubbing, I was disturbed by how addictive this content could be.
This digital escapism rabbit hole launched my research into scientific and academic papers on the psychological relationship between cleanliness and control. Using my knowledge of Uses and Gratification Theory (shoutout to my not-so-useless communication degree!), I was able to identify unique personas, thus leading to a more thoughtful approach to building a brand that honors the emotional needs of its consumers.