The American moving market is one of the largest in the world. In 2022, it was valued at $100 billion. The number of moves in America each year is approximately 13.5 million. These figures indicate that moving is an important part of life for many Americans. Moves can be driven by various reasons, such as a job change, education, or simply the desire to relocate.
Since 2015, «Vector Moving», a company based in New Jersey, has been offering comprehensive moving services. Founded on the principles of reliability, care, and efficiency, the company has built its reputation by meticulously taking care of each client's belongings.
The primary task was to create a rebranding. The company aimed to expand into other states, and in this context, it was crucial to have a unified image. It needed to be easily memorable, consistently used across all platforms, and help stand out in a competitive environment.
As of today, the moving service industry in America is experiencing a saturation phase, where most companies are losing their uniqueness, blending into a single, indistinguishable field.
The repetition of color schemes and graphic solutions has, unfortunately, become a common practice in this category.
In most cases, the central element of branding is just a logo, highlighted by a monotonous background color. The lack of specific and engaging communication with the target audience is another issue that needs to be addressed.
Company slogans are immersed in abstraction, providing no concrete details. They fail to deliver a clear promise or proposition to their potential clients.
We conducted a study and found that 78% of customer needs lie in finding not just a carrier, but a reliable partner capable of providing a high-quality and seamless moving process, one that leaves them excited rather than distressed.
It turned out that maintaining the original condition of the box and its contents, price stability, a caring staff that pays attention to details, and the efficiency of all processes from the moment of order to the receipt of belongings are key attributes that shape a positive customer experience and distinguish the brand from its competitors.
In the context of the continuous evolution of market trends and changing consumer demands, «Vector Moving» recognized the need to rethink its brand to remain competitive and meet the expectations of its target audience.
The metaphor of the «path forward» reflects the strategic approach to rebranding, aiming to stay one step ahead of the competition by exploring new horizons and opportunities for business growth and development.
After developing the brand strategy, we identified key solutions for effective communication with the audience. Taking into account the key factors, we created two communication messages.
At the initial stage of communication, the brand says — «Your move, our priority, no time to waste!», and after a person becomes a client, we strengthen the relationship by saying — «Your best move in life!».
We selected two messages because different aspects are important at various stages of the decision-making process.
When searching for a company to ease the stress of moving, we emphasize — «Your move, our priority, no time to waste!». And when the client sees their belongings neatly packed, swift delivery, and attentive staff, they get confirmation of their choice through — «Your best move in life!», realizing that this was truly the best move of their life.
The client expressed a desire to retain the name «Vector Moving», so we focused on identifying associations and meanings that could be derived in the context of transportation and the needs of the target audience.
The term «vector» in mathematical and physical contexts is associated with direction and acceleration of motion, symbolized by a straight diagonal line, which consistently points upward.
Linearity and straightforwardness of movement are much more efficient compared to an unpredictable road with turns and bends—this reflects the pursuit of optimal speed in a global sense: speed of work completion, speed of delivery, speed of interaction, and problem-solving.
This dynamic drive for continuous improvement and the refusal to settle for the status quo is reflected in the new brand identity of «Vector Moving», where the key element is speed.
When creating the new logo, our goal was to give it a sense of associative clarity and recognizability in any context of use.
The updated logo of the «Vector Moving» brand is distinguished by a unique tilt, symbolizing movement — from transporting clients' cargo to achieving ambitious goals in the future.
It was important to us that the logo looked aesthetic and professional on any medium, so we developed four different adaptations.
The thickness of the lines we chose is quite substantial, which unmistakably reflects the sense of stability and reliability of the company. It’s not just a graphic symbol, but a bold statement that the «Vector Moving» brand does not intend to remain in the shadow of more well-known players, but is ready to confidently compete for leadership in the transportation industry.
Competitors mostly prefer blue, green, and red colors.
After analyzing this aspect, we decided to deviate from the usual color choices and opt for a less conventional and more vibrant palette to stand out among competitors.
The brand's primary color is bright orange, which harmonizes well with the complementary purple, while white effectively contrasts with both, creating a fresh and appealing visual accent.
It was important for us to choose a bright color that would attract attention and be memorable, as well as a dark color for practical use, such as on staff uniforms, which would effectively conceal various defects that may occur during work.
In the selected typography direction, we have managed to combine a compact and accent font with a more systematic typeface.
A special approach to using color contrast makes the textual content more appealing, drawing the client’s attention to key messages.
This harmony of contrasts and styles allows for the creation of visually attractive and informative content, making communication with the client more effective.
By abandoning monotonous fills and clichéd solutions, we have developed a dynamic pattern that symbolizes the energy of moving forward.
The company’s employees carry out numerous shipments daily across various states, and this constant movement has become the foundation of the brand's pattern.
The arrows represent direction, their abundance and randomness reflecting the diversity of routes that «Vector Moving» employees navigate to meet the needs of their clients.
New Clients
Increase in Repeat Orders
Customer Loyalty
Thanks to the implementation of a new strategy and updated brand identity, we have successfully strengthened the brand's position in the moving service market. Audience engagement has significantly increased, and the customer base has expanded substantially. Over six months, the number of new clients grew by 27%, while repeat orders increased by 19%.
By promoting a modern approach to the moving experience, we conveyed to potential clients the importance of meeting their needs and paying attention to details at every stage of interaction. This allowed us to boost customer loyalty by 35%.
Today, the «Vector Moving» brand is associated with high-quality service, a personalized approach, and process efficiency, which in turn contribute to increased customer loyalty and the formation of a positive company image.
Creative Director / Mykyta Zakrevskyi
Brand Strategist / Ksenia Shevchenko
Copywriter / Oleh Oleniev
Marketer / Andrii Naumets
Designer / Kseniya Shtorhina
Designer / Mykola Kharatin
Motion Designer / Olena Dotsyk
CMO / Valerii Fedorov
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