Research Over Reinvention
TL;DR
Through deep qualitative and quantitative research, we helped TWO MEN AND A TRUCK confirm what was working with their customers and key stakeholders — and we used these insights to move the iconic brand forward.
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- 3 min
How listening and innovative research tools helped us shape the future of TWO MEN AND A TRUCK.
Some brands don’t need reinvention. They need re-evaluation. That’s what we discovered when working with the iconic brand TWO MEN AND A TRUCK.
TWO MEN AND A TRUCK started as exactly what the name suggests — two men, one truck, and a mother who hand-drew the logo. Forty years later, it is the largest moving company in the world, offering far more than local moves. Today, they provide cross-country moving, junk removal, storage, and more.
The question wasn’t “Who is this brand?” It was “Is this brand still working? And will it work for what’s next?”
An immersive, unparalleled research process helped us find the answers.
Trusting the process.
Research wasn’t a checkbox in the process. It was the foundation of success. We conducted extensive qualitative and quantitative research, speaking with executives, family members, franchisees, and partners to understand the brand completely. We surveyed more than 2,000 customers and non-customers to capture external perception, and we followed this work with A/B testing to validate the feedback.
What emerged was both reassuring and revealing.
The original logo — the one hand-drawn by the founders’ mother — still resonated deeply. It symbolized authenticity, care, and humanity. In a category often defined by stress and disruption, that mattered.
But the most important insight went deeper. We needed to know whether that trust extended beyond local moving. Would customers feel comfortable hiring TWO MEN AND A TRUCK to move their lives across the country? Would they trust them with storage or junk removal?
The data answered clearly: yes.
Mapping out a creative strategy.
As we moved into the creative phase, research continued to guide decisions. We applied data-driven thinking to the brand’s most visible asset: its trucks. These “moving billboards” are everywhere, and through heat mapping research, we redesigned them with the original logo to maximize clarity, recognition, and impact.
Nothing was rushed. We iterated, tested, refined, and standardized before unleashing the brand across all touchpoints.
What made this project especially meaningful was the partnership itself. The TWO MEN AND A TRUCK team followed our lead, embracing research as a critical part of the creative process. We were united in guiding a legacy brand forward without erasing its past.
For brands with history, research isn’t about finding something new to say. It’s about uncovering what people already believe — and using that truth as the engine for growth.
That’s how enduring brands move forward.
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