It Is Easy

Meet our award-winning brand identity
for a service company from Washington DC
The story began when an American family had to move to another state. Faced with the hell of packing and relocation they decided to start their own business - It Is Easy Corporation - a moving service that makes it easy.

The idea of brand identity is a modular kit - the company provides you with the range of household services out of which you can assemble your own set.

The inspiration came from Lego bricks play. Since the client claims their service to be cheerful and easy, we built up dynamic brand identity based on simple forms and vivid colors.
itiseasy_bybrandlab_1
Background:
The story began when an American family had to move to Washington city from different state. The change of house requested to choose the moving service.

As they plunged into the subject they were facing with a bunch of problems with the local movers:

• A schedule failure
• Hidden fees
• Non-qualified staff
• Miscommunication

As soon as the family reached the new place they decided to start their own business – a radically different moving service which brings joy instead of troubles.

The new company got the promising name – It Is Easy Corporation.

Our creative agency was challenged to develop the corporate identity which shares these values with the customers.

Creative Idea:
The idea of brand identity is a modular kit. A moving company provides you with the whole range of services out of which you can assemble your own set.

The inspiration came from Lego bricks play – the usage of our services should be as easy and fascinating as playing Lego.
Strategy:
The main target audience of It Is Easy service are represented by the households of Washington disctrict.

Our new brand should be embodied in all the touchpoints of the services: business card, letterhead, corporate transport, moving boxes, uniform - even in brand pack tape, OOH and print communications.

The company claims to position as a local and family player but at the same time it provides the services on the highest level.

A new dynamic brand identity should make the company stand out in front of poorly looking competitors and help it to transform the perception of the whole moving business
.


Execution:

The company started with 4 services and now planning to develop further.

On the basis of It Is easy brand name we have created the simple graphic form – made of bricks and circles.

By playing with this constructor we built up 4 different logos for 4 services - moving, cleaning, painting and cooking.

Such a playful brand identity allows to embody it into different objects associated with the specific service – that's how we got a cardboard box, a packing tape and a string roll instead of the logo on the moving truck board.

To make the brand more expressive we have developed a special pattern with iridescent colors.

Results:
Against the background of other local moving players the It Is Easy Corporation stands out three steps ahead. A bright design that immediately catches people's eyes became a good trigger to choose this company by the local residents.

For less than a year a family startup grown up from zero became a significant player on the market and continues to develop.

The light playful and unusual design became an important shift for the right perception of the services, made it more transparent, consumer-friendly and stress-free.
The idea of brand identity is a modular kit. A moving company provides you with the whole range of services out of which you can assemble your own set.

The inspiration came from Lego bricks play – the usage of our services should be as easy and fascinating as playing Lego.
itiseasy_bybrandlab_2