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From Corporate to Authentically Aotearoa. JAN-PRO’s Brand Transformation.

Case Study: JAN-PRO New Zealand

JAN-PRO is one of the world’s largest commercial cleaning franchise networks. In New Zealand, Ed Crothall owns and operates the national licence — but the website told a different story entirely. It was corporate, American, and completely disconnected from the New Zealand market. No local voice. No brand story. No authenticity. A template that could have belonged to any franchise in any country.

For a business built on trust, relationships, and local ownership, that was a serious problem.

Case Study - JAN-PRO New Zealand - Webflow website rebuild

Client

JAN-PRO Commercial Cleaning

Services

Strategy, Website design & development, Meta ads, SEO/AIO

Since

2025

Industry

Commercial Cleaning

Softwares Worked Within

Webflow

Website

www.jan-pro.co.nz

What we did

We started with strategy — working closely with Ed to understand what JAN-PRO actually stood for, and how to express that in a way that felt genuinely, authentically New Zealand.

The result wasn’t just a new website. It was a full repositioning of how the brand shows up in New Zealand.

Brand Strategy & Discovery

  • Deep strategic sessions with Ed to uncover the real story — international expertise, backed by locally owned and operated businesses with genuine community roots.
  • Identified the core brand narrative: global standards, local heart.
  • Guided the development of a brand story video to anchor the site and bring the human side of the business to life.

Website Design & Development — Webflow

  • Deep strategic sessions with Ed to uncover the real story — international expertise, backed by locally owned and operated businesses with genuine community roots.
  • Identified the core brand narrative: the credibility of a global brand, with the care and accountability of local ownership.
  • Guided the development of a brand story video to bring the human side of the business to life — real people, real stories, real commitment.

Social Media

  • Reworked social media presence to match the new brand direction — consistent, authentic, and genuinely Kiwi.
  • Created initial content and video assets to launch the new brand.

Meta Ads

  • Initial Meta campaigns created to drive awareness and enquiries aligned with the new positioning.

Google Ads

  • Initial Google campaigns created to drive awareness and enquiries aligned with the new positioning.

The outcome

A website that finally reflects the quality, values, and authenticity of the business behind it.

Ed described the transformation as going from 1998 to 2025 — and that’s exactly what it felt like. A brand that had been hiding behind a corporate template now has a genuine identity, a compelling story, and a digital presence that does justice to what JAN-PRO actually is.

Client Feedback

Working with Anna and the team at Innovate Digital is epic. We worked on taking a website from 1998 to 2025 and the transformation was jaw dropping. Specifically, what Anna does a great job of is taking your ideas and making them better — using big picture strategy to deliver a great result. Couldn’t be more stoked.

Ed Crothall, National Owner, JAN-PRO New Zealand