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From a local ironing service to a household services brand built around matchmaking and trust
Gluwz started as “Het Strijkhuis” a three-location ironing business with a loyal client base. It grew into something broader; ironing, cleaning and household support for private clients and businesses alike, but the brand never caught up. We gave it a new name, a new position and a digital experience built to match who they'd actually become.
A name, a brand and a platform all underselling the business
The old name tied Gluwz to one service in one location, actively working against a business that had outgrown it. Trust had to be built on both sides; with clients inviting helpers into their homes, and with helpers who needed a brand to feel proud of. And the thing that actually set Gluwz apart, its careful matchmaking between households and helpers, lived entirely in how the team worked, but was invisible in how the brand communicated.
Reposition around the one thing competitors weren't doing
Rather than compete on service range or price, we repositioned Gluwz around genuine matchmaking. Not a service provider, but a harmonizing force. We introduced a brand concept of Fluid Diversity: a soft, flexible visual language and playful typography that's frictionless and welcoming without going vague, built to represent a diverse ecosystem of helpers and households at once.
On the web, we simplified intake flows, cut form friction and restructured the architecture so both audiences could move through the platform intuitively. The digital experience is built around the relationship at the centre of the business, not a brochure with a contact form.
Household Harmony
Gluwz now operates under a system that reflects its full scope; three locations, two audiences and a service well beyond the transactional. The positioning gives sales and onboarding a clear foundation, the employer brand gives helpers something to identify with, and the platform makes the matchmaking USP visible for the first time at scale.
"Together we shaped a brand that makes people understand what Gluwz is really about and an identity in which our people recognize themselves." — Sabine Verbele, CEO Gluwz
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