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.

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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