Martini Dry Cleaners
Martini Dry Cleaners found us through one of the best compliments we can receive: a referral from a happy client. From the first conversation with Martini’s current owner, Tom Fox, we knew this would be a project we would love to take on. We immediately recognized Martini’s uniqueness and could see that it is far more than just a dry cleaner (or wet cleaner, as Tom might call it). Martini Dry Cleaners is the ultimate one-stop shop for anything that needs cleaning — from suits, leather jackets, and bridal gowns to drapes, rugs, and even furniture coverings — while remaining affordable and maintaining outstanding quality and service.
Industry
Professional Services
Services Provided
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Web Design
Project Brief
Bird’s Eye View
Before working with us, Martini Dry Cleaners had a simple website that felt like it could be the website for any dry cleaner in any city in America. Owner Tom Fox appreciated having an online presence to represent the business; however, we saw the opportunity to create a digital experience to truly showcase the heart of Martini. The company’s incredible range of services and decades of expertise are worthy of a website that reflects the quality and care that Martini brings to their customers every day. Together, we worked to build a website that captured Martini’s story and elevated its online presence to match its stellar reputation in the community.
Ruffled Feathers: Martini Dry Cleaners’ Pain Points
Martini Dry Cleaners has been in business since 1964. But it wasn’t until 2016, when Tom took ownership, that the business launched its first website. While it served as a starting point for Martini Dry Cleaner’s online presence, the essence of the business and its one-of-a-kind services were lost in what felt like a cookie-cutter website. Tom came to us wanting a website that was as functional as it was authentic to Martini’s trusted identity, and we accepted the challenge with open arms — to create a website that truly reflected Martini’s values and set them apart.
Our Flight Plan
A big focus for the new website was on SEO and connecting the site to analytics tools, both of which had been left unexplored in the original design. We also wanted to highlight the experience and dedication of Tom’s team along with behind-the-scenes photos and details about Martini’s unique processes. It also was important to emphasize Martini’s quick turnaround for travelers, and its convenience for flight crews and cruise passengers near the SeaTac airport. Most importantly, our redesign focused on giving the company a site optimized to help new customers discover its exceptional services and see why Martini is the best choice for dry cleaning and alterations in the area.
Feathers in Our Cap: Top Accomplishments
We created a new spin on an iconic brand to encourage customer connection.
One of our proudest accomplishments with Martini Dry Cleaners was helping Owner Tom Fox fully embrace the name and turn it into a brand with which customers can connect. The Martini name is iconic (the dry cleaners has been there for 60 years!), and we wanted to make sure the brand reflected that same timeless quality. We worked closely with Tom to bring this idea to life, starting with redesigning the logo (a martini glass with a needle and thread as the toothpick), perfectly tying together dry cleaning and expert alterations services.
From there, we created a story around “The Martini Difference.” We made sure to set Martini apart from other dry cleaners because “just like crafting a martini takes time, precision, and the finest ingredients, so does caring for every garment we handle.”
But the impact didn’t stop online. Tom was so inspired by the refreshed branding that he started updating his entire business. He repainted the building, redesigned the interior, and added new signage, bringing the Martini brand to life in every detail. Now, when customers see the martini glass logo, they immediately think of high-quality service and a business that truly cares about its community. This project wasn’t just about building a website; it was about creating an identity that Tom and his customers could be proud of, and we couldn’t be happier with the result.
We created a new spin on an iconic brand to encourage customer connection.
One of our proudest accomplishments with Martini Dry Cleaners was helping Owner Tom Fox fully embrace the name and turn it into a brand with which customers can connect. The Martini name is iconic (the dry cleaners has been there for 60 years!), and we wanted to make sure the brand reflected that same timeless quality. We worked closely with Tom to bring this idea to life, starting with redesigning the logo (a martini glass with a needle and thread as the toothpick), perfectly tying together dry cleaning and expert alterations services.
From there, we created a story around “The Martini Difference.” We made sure to set Martini apart from other dry cleaners because “just like crafting a martini takes time, precision, and the finest ingredients, so does caring for every garment we handle.”
But the impact didn’t stop online. Tom was so inspired by the refreshed branding that he started updating his entire business. He repainted the building, redesigned the interior, and added new signage, bringing the Martini brand to life in every detail. Now, when customers see the martini glass logo, they immediately think of high-quality service and a business that truly cares about its community. This project wasn’t just about building a website; it was about creating an identity that Tom and his customers could be proud of, and we couldn’t be happier with the result.
We built a website truly personalized to the brand and its stellar services.
From the very beginning, we took the time to really get to know Tom and his business. Through our consultation and kick-off meeting, we uncovered the little details that make Martini special, like its exceptional care for every garment and long-standing connections with customers and staff alike. (Since 1964, Martini Dry Cleaners has had only three owners, all local, and two employees have been with the company for 20+ years.)
With a clear understanding of the Martini story, we were able to create a website that felt authentic and engaging. Every element was thoughtfully crafted to highlight the business’ strengths and consistency. From the sparkling-clean visuals to the warm, welcoming tone, the site now feels like an extension of Martini’s business, not just an online tool.
We optimized content for search engines to reach a targeted, local audience.
We focused on the neighborhoods that Martini Dry Cleaners serves and the unique groups to which the company caters, like flight crews, travelers, and local businesses. By understanding Martini’s community and audience, we directed the website to speak to the people who need it most. By identifying the most relevant keywords and tailoring the site content to reflect those, Martini’s site is now equipped to stand out in searches for dry cleaning and alterations in the South Seattle area.
Since its launch, the new site already has started making an impact, and data shows that traffic is steadily increasing. Tom now has a site that not only reflects the quality of his business but actively drives new customers to his door. With these improvements, Martini Dry Cleaners is expected to keep growing and reaching more people than ever before.
We optimized content for search engines to reach a targeted, local audience.
We focused on the neighborhoods that Martini Dry Cleaners serves and the unique groups to which the company caters, like flight crews, travelers, and local businesses. By understanding Martini’s community and audience, we directed the website to speak to the people who need it most. By identifying the most relevant keywords and tailoring the site content to reflect those, Martini’s site is now equipped to stand out in searches for dry cleaning and alterations in the South Seattle area.
Since its launch, the new site already has started making an impact, and data shows that traffic is steadily increasing. Tom now has a site that not only reflects the quality of his business but actively drives new customers to his door. With these improvements, Martini Dry Cleaners is expected to keep growing and reaching more people than ever before.
The Final Product
Other Flutterworthy Features
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Professional Photography
Tom followed our recommendation to hire a professional photographer, resulting in stunning images of the lobby and back-of-house machinery, real customer interactions, staff photos, and even Tom in a tuxedo serving up a martini, all of which bring the aesthetic of Martini Dry Cleaners to life.
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Playful Branding
Creative touches like buttons labeled “Sip Our Services” and “Toast Our Team” make the site engaging and uniquely Martini.
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Luxurious Design
Subtle textures throughout the site inspired by leather create a polished feel while keeping the overall design clean and welcoming.
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Photo Gallery
Love Notes
Tom Fox
Owner, Martini Dry Cleaners
“When it was time to redesign our website, a colleague referred me to Hummingbird. Andi and her team helped us redesign our logo and develop a new approach to the website. This included all new text to tell our story, present our team and our services, and share our approach to quality and customer service. Andi referred us to a wonderful photographer who captured our facility, our processes, and our team. We periodically meet with Andi to review the metrics of people interacting with our site, and her team implements changes to adjust the site to be more effective. Teaming with Hummingbird has helped us rethink how to present our business.”
