WEBSITE REDESIGN BRIEF Salem Steamer — McLean Water Damage Restoration & Carpet Cleaning Prepared for: Web Designer Project: Strategic Website Redesign Brand Position: Premium, system-driven restoration authority (Est. 2003) Target Market: McLean, Great Falls, Potomac, Washington DC metropolitan area PROJECT OVERVIEW Salem Steamer was established in 2003 and has built a reputation supported by 300+ verified five-star reviews. This redesign must position the company as a premium, system-driven service brand—not a startup, but an established authority preparing for structured growth. Key Brand Pillars: History (since 2003) Authority (IICRC certified) Proof (300+ reviews) Systems (repeatable methodology) Scale (multi-city capable) Premium positioning (no commodity language) GLOBAL DESIGN INSTRUCTIONS Element Requirement Tone Institutional, refined, authoritative. No hype. No ego. Language Avoid "cleaning" or "washing." Use "restoration," "renewal," "care," and "remediation." Color Palette Premium, muted, monochromatic. No loud or cheap colors. Typography Clean, modern, serif or high-contrast sans-serif for headlines. Imagery High-end properties, before/after restoration, technical precision. Badges/Icons Subtle, monochromatic, minimal. No cartoonish icons.