Portfolio / Brand, site and acquisition
A new brand and a phone that rings.
Arrow Trucking moves homes. In that category the customer decides with their stomach: they're handing everything they own to a stranger who drives away with it. We built the identity that answers that mistrust — at three metres on the truck door and at three centimetres on the business card — and then the system that gets anyone in front of it: the site, SEO, Google Ads, social, and a managed CRM where every request lands.
01The brief
First it has to exist. Then they have to find it.
Almost every moving company is named the same, looks the same and promises the same thing. The name carries “moving” or “trucking”, the logo carries a truck in profile, and the colour is blue. Competing there with one more truck in profile is accepting invisibility up front.
The brief began with building an identity that would survive its actual substrates: vinyl on metal, embroidery on fabric, ink on corrugated cardboard and pixels on a screen. Four surfaces that forgive very little — and that rule out, on their own, any logo with fine gradients, thin type, or details that close up when scaled down.
But a flawless brand nobody sees doesn't move a single box. The second half of the brief was the system that brings people to it: the site they land on, the search they arrive through, the campaign that buys what organic can't reach yet, and a CRM where every request is recorded instead of getting lost between a phone and a notepad.
Where it had to work
- 01Truck door, at three metres
- 02Embroidered polo, in one colour
- 03Cap, in a very small area
- 04Cardboard box, in flat ink
- 05Business card
- 06Website and social
Our role
Icon and wordmark with their construction and rules, a locked palette, the type system and a six-plate brandbook; the site in WordPress with Elementor; technical and content SEO wired to Analytics and Search Console; Google Ads campaigns; content management on Instagram and Facebook; and the managed CRM on GoHighLevel.
02The idea
Where the whole system comes from.
The arrow doesn't sit beside the name. It is the name.
The icon is a rising arrow built on the silhouette of an A. It isn't an A with an arrow next to it, nor an arrow decorating an initial: it's one figure read two ways. Anyone who knows the company sees the initial; anyone who doesn't sees a direction.
That double reading is what lets it travel alone. On the cap and in the favicon there's no room for the full name, so the icon goes there — and it still says “Arrow” even though nobody reads it. The claim “Moving Forward” closes the gesture: the arrow rises, and what rises in a move isn't the truck, it's the person moving.
DirectionInitialMovement
03The mark
Construction, air and variants.
Horizontal lockup
Icon, dividing bar and name with the claim beneath. It's the default version: the one on the truck door, on the site and in the email signature.
Clear space
The minimum air around it equals the width of the icon, on all four sides. Nothing enters it: no second logo, no photo edge, no line of text.
When the icon goes alone
When the name wouldn't read: cap, favicon, avatar, stamp on packing tape. Below that size the full lockup turns into a smudge.
Approved variants
Use the full lockup
At full contrast, on a solid ground, with the clear space empty. If the ground is dark, the reversed version.
Don't stretch or squash it
The angle of the arrow is what makes it legible as an A. Always scale from a corner.
Don't rotate it
The arrow already has a direction. Turning it contradicts it.
Don't recolour it
Only the blues in the locked palette. No new gradients, no approximate blues.
Don't put it over busy photography
The icon is pure outline: over a detailed image it disappears. It goes on a solid field or a clean area.
Don't set the name in another face
“Arrow Trucking” typeset in a different family stops being the logo and becomes a phrase.
04Palette
Four blues, no excuses.
Primary · Logo and surfaces
- HEX
- #23547B
- RGB
- 35 · 84 · 123
Secondary · Uniform and accents
- HEX
- #3E72A6
- RGB
- 62 · 114 · 166
Tertiary · Volume inside the icon
- HEX
- #427898
- RGB
- 66 · 120 · 152
Base · Ground and reversed version
- HEX
- #FFFFFF
- RGB
- 255 · 255 · 255
05Typography
One that shouts, one that explains.
Montserrat ExtraBold
Aa Bb Cc — 0123456789
ExtraBold 800
Poppins
Aa Bb Cc — 0123456789
Regular 400 · SemiBold 600
Poppins · small caps
Aa Bb Cc — 0123456789
SemiBold 600
Moving was never so easy
clamp(36–64) · -2% · 800Transport & Logistics
clamp(26–40) · -1% · 800Moving Forward
16 / 20 · 22% · 600Packing, loading, transport and delivery — with the same crew from the first call to the last box.
16 / 28 · 0 · 400Get a free quote · Home · About · Services
13 / 16 · 12% · 60006Applications
Where the brand has to hold.
A brand system isn't judged on the plate: it's judged the day somebody sends it to be embroidered. These are the three substrates that decided the rules.
One colour, one thread.
Embroidery doesn't do gradients: the icon has to read flat and in a single colour. That's why the stroke is heavy and the counters are wide — so they survive the needle and the wash.
Flat ink on cardboard.
On the box the logo goes in Sea Blue straight onto the kraft. It's the cheapest substrate in the system and the one that travels most: every move leaves twenty pieces of brand inside the customer's home.
The claim as structure.
On the site, “Moving Forward” stops being an ornament and becomes the pattern for the headlines. The quote form sits up top with the phone number visible: in moving, the conversion is a call, not a cart.
07The engine
Five channels, one inbox.
A moving company loses customers in the seams: the call nobody returned, the form that reached an inbox nobody reads, the Saturday Instagram message. The system was designed so none of that depends on anyone's memory.
WordPress · Elementor
Site and service pagesSEO
Technical, content and local listingGoogle Ads
High-intent searchInstagram and Facebook
Content and visual proofGoHighLevel
Managed CRMAnalytics · Search Console
Measurement and coverage
- 01
Somebody has to move
Searching for a mover is local, urgent and one-off: nobody comparison-shops for weeks. Whoever shows up well inside that short window gets the call.
- 02
They arrive two ways
Organic builds the base — services, coverage, content — and Google Ads buys high intent while that base matures. They don't compete: they cover different timeframes.
- 03
They land on the site
Quote form up top, phone number visible, and the brand carrying the whole page. In moving, the conversion is a call or a short form, never a cart.
- 04
It enters the CRM
Form, call and Instagram or Facebook message all land in GoHighLevel. Every request keeps its source, its date and its status — and the mental folder of “people to call back” stops existing.
- 05
It gets followed up
The CRM automates what gets forgotten: the immediate confirmation, the survey reminder, the message to whoever asked for a quote and never wrote back.
- 06
It closes or it's archived
The move gets booked or the contact is marked lost, with a reason. A recorded “no” is worth keeping because it explains why the next one might go differently.
- 07
It gets measured and corrected
Analytics and Search Console say which pages bring people and which queries aren't covered yet; the CRM says which of those visits became moves. Budget moves toward where the two agree.
Site · organic · Ads · social · phone — all into one CRM
08The deliverable
What was handed over.
Figures for the system, not the business: what was documented and wired together, which is the only thing that can be shown without inventing results.
- 6
- Plates in the delivered brandbook
- 4
- Colours in the locked palette
- 5
- Channels feeding the same CRM
- 1
- Inbox where every request lands
09The pieces
The brandbook and what came out of it.
The name and the claim over the blue field, with the arrow as a watermark. The first plate already sets the two things the system won't negotiate: the blue and the direction.
The icon inside its box, the diagonal that fixes its proportion, and the clear space marked on all four sides. Beside it, the wordmark on a grid.
The two approved versions at full size: the icon alone for small substrates and the horizontal lockup for everything else.
Montserrat ExtraBold with its full character set. It's the only family that may set the name: the logo isn't an image, it's a word with rules.
The icon embroidered on the polo, the logo in flat ink on the box, and the card that stays behind once the truck has gone. Three substrates, one blue.
The brand on screen: headline in Montserrat, a quote form with the phone number visible in the first screen, and the system's blue carrying the whole interface.
10The close
A small brand with a system behind it.
Arrow Trucking ended up with a six-plate brandbook, two logo versions, four colours with names and hex values, and a clear-space rule anyone can check with a ruler. It's deliberately short: in a company where the person ordering the printed boxes is the person driving the truck, a forty-page manual doesn't get used.
And behind that brand sits what keeps it busy: the WordPress site, SEO with its measurement wired in, the Google Ads campaigns, the Instagram and Facebook content, and the GoHighLevel CRM where every request lands, whichever channel it came from. We still run the acquisition side — it wasn't handed over and forgotten.
What was delivered
- 01Six-plate brandbook
- 02Icon and lockup, positive and reversed
- 03Palette, typography and usage rules
- 04Application to uniform and stationery
- 05Site on WordPress · Elementor
- 06SEO with Analytics and Search Console
- 07Google Ads campaigns
- 08Content on Instagram and Facebook
- 09Managed CRM on GoHighLevel
What this case does not claim
No traffic, lead, cost-per-acquisition or sales figures. The operation is ongoing and those numbers live in the client's accounts: publishing them without their sign-off would be exactly the kind of claim we keep out of a case.
More work
A brand nobody finds is a handsome file in a folder.
Moving, transport, construction, local services: the logo is the start, not the deliverable. What changes the business is that a path exists from a stranger's search to an inbox where somebody answers.
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