Build around the care behind the service.
Drea Housekeeping began with a clear ambition: build a housekeeping business that could grow beyond the founder personally cleaning every home. Whitmore joined at the foundation stage, helping shape the business with AI as part of the plan from the beginning.
The first work centered on the experience the founder wanted to create. Attention to detail, thoughtful organization, and care for the home informed the brief. Those priorities gave the brand work a practical starting point.
Make the idea tangible.
Whitmore helped turn the founding conversations into naming and visual directions. The work included a naming shortlist, logo concepts, mood boards, typography, color palettes, and sample messaging.
A shared brand presentation brought those directions together for review. It gave the founder concrete options to compare and refine as the business took shape. The identity was still being developed at this stage.
Plan the business with AI in the room.
AI supported the early work by helping organize discussions, capture notes, and develop ideas for the business. Whitmore also explored where AI could support the administrative work around a hands-on service.
That operational work remains a plan for the next stage. The work completed so far established a service brief, brand directions, and a basis for deciding what to build next.