I. The Problem
II. Our Synthesis
III. Ideation
IV. Experimentation
V. Our Solution
Kalm was born from the vision of two entrepreneurs who wanted to simplify the process of finding domestic help. Rooted in the principles of calmness, convenience, and trust, the brand aimed to address a very real urban challenge: connecting households and offices with reliable services.
At its core, Kalm promised structure and professionalism in a market often plagued with informality. By integrating documentation, verification, and digital access, the platform became more than just a marketplace — it was designed to instill peace of mind for clients while empowering workers with visibility and dignity.
Problem
The domestic help sector in Pakistan operated largely through informal networks, leading to issues of trust, accountability, and inefficiency. Employers were uncertain about verification, while workers lacked organized representation and fair processes. The absence of a structured digital platform left a massive gap in accessibility and convenience.
Kalm recognized that this friction eroded confidence and wasted time. Without streamlined paperwork or reliable onboarding, households hesitated to engage with unfamiliar service providers. The challenge was to design a brand and user experience that would professionalize this market while keeping interactions simple, human, and trustworthy.
Our Synthesis
Our synthesis lay in combining the themes of calmness and professionalism. We positioned Kalm as a tech-enabled service that felt human at every touchpoint. The brand identity was kept soft, accessible, and reassuring, while the underlying technology ensured structure and trust.
This approach acknowledged both ends of the ecosystem: the employers who sought ease and reliability, and the workers who needed recognition and inclusion. By embedding calmness into the brand language and user interface, we built a system where users could confidently and seamlessly request domestic help.
Ideation
We explored design concepts that captured serenity — rounded typography, cool-toned color palettes, and clean interface layouts. Branding experiments balanced the words kaam (work) and calm, emphasizing the duality of efficiency and peace of mind. The narratives highlighted security, convenience, and the dignity of work.
On the platform side, ideation focused on simplifying the user journey. One-pager flows illustrated how employers could view, verify, and select domestic help with minimal friction. By layering cultural familiarity with modern design sensibilities, the ideas gave form to a brand that was both empathetic and credible.
Experimentation
We built prototypes that tested the clarity of branding and the usability of the platform. Logo iterations were evaluated for memorability and resonance, while mockups demonstrated how profiles and verification features would appear in the app.
User feedback sessions tested navigation flows to ensure that the process of signing up for services felt effortless. Experimentation also extended to marketing materials — narrative-driven campaigns were piloted to check whether the calmness theme translated effectively into trust and engagement. These iterations refined both brand identity and user experience.
Our Solution
The final solution positioned Kalm as a digital-first brand infused with empathy. A calm-inspired identity system, supported by streamlined documentation and a user-friendly platform, created an environment of trust. Employers could request verified domestic help easily, while workers gained dignity through visibility and structured representation.
The cohesive brand identity, narrative profiling, and website design reflected both modernity and reassurance. By embedding calmness into every touchpoint, Kalm distinguished itself from informal networks, elevating the domestic help sector into a professional, trustworthy, and user-centric service ecosystem.
