# All My Sons

> Modernizing a fourth-generation brand without losing its legacy.

Case study by Marketwake: https://www.marketwake.com/work/all-my-sons/

- Services: Brand, Web
- Scope: Brand strategy; Brand identity; Copywriting; Web design
- Industry: Moving & storage
- Year: 2026

All My Sons is a fourth-generation moving and storage company built on trust, hard work, and showing up for people during one of life's most stressful transitions.

While the company is rooted in legacy, their current brand did not convey how modern their business had become with proprietary technology, driver safety tracking, and streamlined booking additions.

**The challenge:** build a brand that could hold both the heritage and progress of All My Sons.

To do so, All My Sons partnered with Marketwake on a full brand transformation, including messaging, logo evolution, visual identity, photography direction, and a complete website redesign, all built around one idea: a modern legacy brand that honors where you've been while feeling optimistic about where you're going.

## Moving from franchise to family.

*brand positioning*

what we did: Brand audit, Competitor analysis, Brand strategy, Messaging workshops, Competitive positioning, Voice & tone

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.

## Overhauling the brand. New logo, same legacy.

*visual identity*

what we did: Logo design, Custom typography, Typography system, Custom iconography, Photography art direction, Brand guidelines

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.

## Translating everything to web.

*web design*

what we did: UI/UX design, Information architecture, Developer collaboration & QA

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.