FIGHTING DIRTY
Laundry made lighter, life made easier
How do you turn a functional service into a brand people actually connect with?
By crafting a bold, energetic voice and creative ideas that transform laundry from a tedious task into something playful, modern and unexpectedly joyful.
WHO
Fighting Dirty approached us looking to refresh and modernise their brand identity, with a strong focus on delivering a clearer, more engaging verbal expression of who they are. We partnered closely with their team to develop messaging and creative ideas that captured the effortless, time-giving nature of their service and the personality behind it.
Our collaboration centred on elevating their story, sharpening their tone and bringing new energy to how the brand communicates across touchpoints.
WHAT
Messaging development · Tone of voice creation · Tagline ideation · Creative concepts · Narrative alignment · Brand storytelling
WHY
Laundry is a necessary part of adult life, but Fighting Dirty wanted to present it differently. Their service is fast, seamless and designed to give time back to customers, yet their existing messaging didn’t reflect that clarity or confidence.
They needed a brand voice that was bold, human and fun, while still communicating reliability and simplicity. Our work helped turn their functional offering into a lifestyle-led story that resonates with busy people who want to spend less time doing chores and more time doing life.
HOW
We began by exploring the emotional value behind the service: not just clean clothes, but reclaimed hours, fewer chores and a sense of ease. From this, we shaped a tone of voice built on punchy, playful We/You phrasing, a device that communicates both action and benefit with clarity and personality.
This thinking became the foundation for a series of bold taglines and headline ideas, such as “We do the drying, you do the flying,” capturing the spirit of speed and life-giving convenience at the heart of the brand.
We then extended this voice into longer-form messaging, ensuring even the practical parts of the customer journey, like welcome instructions or service descriptions, felt warm, simple and uplifting. The tone brought energy and humanity to every step of the experience.
Our creative ideation supported the wider visual identity, helping to reinforce the split dynamic of We/You through colour, contrast and character. The result is a cohesive verbal system that pairs seamlessly with the brand’s bold new look.
POINTING NORTH
Our work with Fighting Dirty transformed a straightforward service into a brand with attitude, clarity and personality. Through strong messaging and inventive ideas, we helped build a voice that stands out in a category often defined by the opposite, bringing the brand closer to the people it serves and the lifestyle it supports.
“When a chore becomes a choice, the story has done its job.”