Howl Case Study
Safeway Moving:
Redefining Industry Standards Through Strategic Rebranding
About the Client
Safeway Moving has established itself as a trusted name in the long-distance moving industry, serving customers nationwide with a commitment to reliability and customer service. With a substantial fleet of vehicles and a dedication to excellence, they were poised for a brand evolution that would match their service quality.
The Challenge
While Safeway Moving had built a solid reputation in the long-distance moving industry, they faced several key challenges:
- Industry Perception: Operating in a sector often associated with stress and uncertainty, they needed to break through negative moving industry stigma
- Industry Perception: Operating in a sector often associated with stress and uncertainty, they needed to break through negative moving industry stigma
- Brand Differentiation: Standing out in a highly competitive market dominated by traditional, corporate aesthetics
- Brand Differentiation: Standing out in a highly competitive market dominated by traditional, corporate aesthetics
- Marketing Leadership: Despite having considered brand evolution, they lacked specialized marketing expertise in the moving industry to execute their vision
- Digital Presence: Their existing digital footprint didn’t reflect their service quality or company personality
- Marketing Leadership: Despite having considered brand evolution, they lacked specialized marketing expertise in the moving industry to execute their vision
Our Approach
As specialists in moving industry marketing, Howl Marketing brought unique insights from our success with similar companies.
We implemented a structured process:
- Conducted comprehensive brand analysis
- Facilitated vision-setting workshops with leadership
- Developed strategic roadmap aligned with business goals


- Transformed visual identity from corporate navy blue to vibrant, welcoming color palette
- Created custom animated characters as brand personalities
- Developed new logo system emphasizing warmth and approachability
- Executed complete fleet transformation including:
- 26-foot trailers
- 53-foot trailers
- Sprinter vans
- Designed new branded apparel (hoodies, shirts) reflecting vibrant new identity
- Created moving billboards through strategic vehicle wrapping
- Complete website redesign focusing on user experience and conversion
- Developed comprehensive social media strategy with custom templates
- Implemented QR code system on vehicles for easy digital engagement
- Created cohesive digital brand guidelines
The Results


Quantitative Impact:
- 22% increase in website traffic within 60 days of launch
- Significant increase in referral business from truck sightings and QR code scans
- Expanded market share in competitive landscape
- Enhanced digital engagement metrics across all platforms
Qualitative Impact:
- Modern, user-focused website design
- Cohesive social media aesthetic with custom templates
- Streamlined content creation process
- Improved user experience and navigation


- Fleet of wrapped vehicles serving as mobile billboards
- Distinctive presence in crowded market
- Strong community engagement and word-of-mouth referrals
- Competitors adopting similar bright, engaging strategies
- Setting new standards for moving industry marketing
- Recognition as industry innovator
- “Imitation is the sincerest form of flattery” – visible influence on competitor branding


Innovation Highlight
Our introduction of animated characters transformed traditional moving company communication into engaging brand storytelling. This approach, combined with our comprehensive digital and physical rebranding, has established a new benchmark for marketing in the moving industry.