From its humble beginnings with one guy and a borrowed truck, JK had become the country’s third largest independent mover. Residential and commercial, as well as government, customers regularly praised JK personnel for their expertise, agility, and exceptional professionalism. In short, there was tremendous opportunity for growth—but not with the existing brand. JK needed better focus in order to raise awareness, increase collaboration, and clearly articulate value across all divisions.
At the end of a six-month rebranding engagement, JK Moving Services emerged as a smart, solid, customer-centric organization. The brand mantra, What Matters Most, is as meaningful to JK’s customers as it is to its managers, drivers, and crews. And the trucks—JK’s mobile billboards—reflect a powerful company that’s always moving forward.
Early on in our discovery process, we noted how many corporate policies and procedures were driven by empathy. Virtually every letter we read from thankful customers cited JK’s ability to quickly reduce their anxiety. Honing in on this rare skill, and working to underscore leadership’s insistence on doing what’s right, we developed a strategy that’s completely authentic to the organization.
Applying a bold color palette to a cohesive visual identity, we established a unique new design vocabulary and expressed it across a variety of channels, including a robust new website. Praised by JK employees, the new corporate brand identity was selected as one of the year’s best by REBRAND Global 100®.
With a freshly minted brand architecture, and clearer value proposition, our digital strategists, designers and developers were able to create a powerful sales engine that dramatically simplified the way customers receive (or request) a free rate quote. You can view the full JK moving website here.
“Grafik helped us express value and create distinction in a sea of sameness. Today, our customers, our competitors, and everyone at JK knows exactly what this company stands for.”
