All My Sons

Brand, Web

Modernizing a fourth-generation brand without losing its legacy.

Details

Scope: Brand strategy; Brand identity; Copywriting; Web design
Industry: Moving & storage

Three All My Sons social posts on dark green: “Packing stress?”, a stack of branded boxes, and a couple walking their dog.

brand positioning

what we did

Brand audit
Competitor analysis
Brand strategy
Messaging workshops
Competitive positioning
Voice & tone

Moving from franchise to family.

One challenge of this project was building a voice that combined legacy with innovation. Because moving is one of the most emotional, stressful transitions for people, we created a messaging system that was comforting, approachable, and no-nonsense. Our goal was to evoke one sentiment: peace of mind, every step of the way.

Portraits of All My Sons customers under the words “Families, Retirees, Businesses”.

Two stacked All My Sons boxes reading “Let our family move yours” on a front porch.

A boy packing a teddy bear into an All My Sons box, then the brand's posters in turn: “We don’t just move things, we move lives.”, “Modern moving with a legacy of care” and “Big or small”.

visual identity

what we did

Logo design
Custom typography
Typography system
Custom iconography
Photography art direction
Brand guidelines

Overhauling the brand. New logo, same legacy.

As the most visible asset of the company, painted on moving trucks across the country, All My Sons’ logo required modernization for digital-first contexts without sacrificing recognition.

Together, we built a scalable logo system that holds up everywhere the brand appears, from the back of the moving truck to a mobile display.

A major test for the brand was keeping the approachable and premium roots of All My Sons present at every touchpoint. We preserved the brand's core green as a nod to its history, then modernized how it's applied and built out a supporting palette to bring the system into the present.

Photography became a central pillar of the new identity. We set a direction focused on real human interaction, then led a photo and video shoot to capture the energy behind the new brand, using images that feel like the people All My Sons serves every day.

The All My Sons palette as labels on kraft card: off white, green, neon green, brown and dark green.

The new All My Sons wordmark on dark green, its letters giving way in turn to a box, a house and a truck, then settling over “Let our family move yours”.

A specimen of Gravity Semi Condensed, the All My Sons headline face, with its name sliding across it on a neon green band.

All My Sons social posts sliding past in a row on dark green.

web design

what we did

UI/UX design
Information architecture
Developer collaboration & QA

Translating everything to web.

AMS had invested heavily in technology to make moving modern and easy for its customers, but that experience fell apart the moment people landed on the website. Our goal was to carry the personality of the new brand into the web experience: modern, but still human and crafted. By combining custom iconography, photography, and 3D rendering, we made every moment on the site reflect the approachability, care, and modern legacy of a moving company that truly cares about its customers.

We also found that users clearly fell into two groups, local and long-distance movers, each with different needs. To fix the friction, we redesigned the site to segment visitors right away. By matching users to the right service based on their location and move type, we created a streamlined path to request a quote, making it as easy as possible for AMS to capture qualified leads.