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Two Men and a Truck

Challenge / Objective

From two brothers to the most recognized moving brand in the country. As services expanded beyond local moves, TWO MEN AND A TRUCK needed to evolve without losing its iconic status. The objective was clear: honor the legacy while unlocking what comes next.

Solution

We conducted deep qualitative and quantitative research, including interviews with executives, franchisees, and partners, along with surveying more than 2,000 customers and non-customers. We redesigned and standardized key touchpoints — most notably their truck graphics—using heat mapping research to maximize impact. See how the research process came to life.

Result

A modernized, future-ready brand ready to scale, expand, and move with confidence.

Phire Group provided us with the strategic thinking and creative power to move the brand confidently into new ventures.

-Dawn Kroeger, Vice President of Marketing, ServiceMaster Brands

Two men in matching gray uniforms walk cheerfully in front of a large moving truck with a humorous illustration, conveying teamwork and friendliness.
A simple cartoon truck with two smiling faces inside is next to bold text reading "Two Men and a Truck" and the tagline "Movers Who Care" below.A person stands smiling in front of a row of moving trucks labeled "Two Men and a Truck." Wearing a branded sweatshirt, the scene conveys professionalism and pride.
Top left: Bar chart with five-star ratings for junk removal, cross-country moving, and storage services. Top right: Close-up of hands labeling a moving box. Bottom: Smiling child carrying a box, walking from a moving truck with "Two Men and a Truck" logo, while two men unload in a suburban neighborhood.
Collage of "Two Men and a Truck" branding for moving, junk removal, and storage. Images of trucks, staff, and a slogan, "Movers Who Care." Emphasizes service and reach.Grid layout with "Two Men and a Truck" logos, featuring phrases like "Movers Who Care," "Junk Removal," and "Storage." Includes trucks and people, conveying reliability.
A simplistic white outline drawing of a vintage car on a black background. The minimal design gives it a whimsical, playful feel, with two faces inside.
White text reading "MOVERS WHO CARE®" is centered on a bright yellow background. The tone is friendly and professional.
Logos of "Two Men and a Truck" services in bold text: "Moving," "Junk Removal," and "Storage" in yellow, conveying reliability and efficiency.White emblem on black background shows a truck with text: "Moving, Storage, Junk Removal." Below, a U.S. map with "Local Service, National Reach."
White moving van with company logo and slogan "Moving at the Speed of Life." Text reads, "Everywhere life goes, we'll be there with you." Keywords: moving, junk removal, storage.A white moving truck with three connected sections displays bold black text and a cartoon truck illustration on a vibrant yellow background, promoting a moving company.
A man in casual attire carries a box labeled "Two Men and a Truck" inside a warehouse. Nearby, a large white storage container displays the slogan, "Keeping things safe, sound, and ready when you are." The atmosphere suggests professionalism and reliability.A black-and-white junk removal truck with "Two Men and a Truck" logo is featured. Bold text above reads "We're here to lighten the load," conveying a helpful tone.
A collage of brand style guide pages for "Two Men and a Truck," featuring images of trucks, bold text, and color blocks in black, white, and yellow.
White doodles on an orange grid background depict arrows, circles, underlines, and a map outline, conveying a playful and creative tone.Magazine ad showing a moving truck with a hand-drawn image of people driving. Bold text reads, "No matter where life takes you. We'll be there." Keywords: moving, junk removal, storage. Tone: reassuring.
A set of ads featuring a white moving truck with "Two Men and a Truck" branding. Text includes "Moving. Junk Removal. Storage." and "Movers Who Care."A hand holds a smartphone displaying a news article about Michigan restaurants and colleges, with an ad for moving and storage services; bright yellow background.
Icons related to shipping and logistics in a minimalist style. Includes boxes, a pallet, a cart, the globe, and arrows indicating movement or delivery.An open cardboard box illustration with yellow side and upward arrow symbol on the front. The box's bold lines convey a simple, modern design.
Four smartphone screens display social media posts by a moving company. Each post features images of workers and text with promotions and job openings. The vibrant yellow background conveys energy and positivity.

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