Archive for February, 2012

Branding + Website Case Study–Amazing Moves

Monday, February 27th, 2012
Old Amazing Moves Brand Presentation

Old Amazing Moves Brand Presentation

For a long time Amazing Moves Moving & Storage had successfully established themselves as a moving company that provides exceptional service and value, but they were lacking a brand focus that could properly leverage that in the larger community of consumers who had never used them before.  Their message lacked a common focus to convey their quality to potential customers.


  • Amazing Moves was missing a distinctive mark that customers could latch on to.  They had their iconic red trucks, but no logo that would fully represent the brand image that would resonate with these customers.
  • Their website architecture was very clustered and was missing a clear goal or call to action.
  • Their brand presence lacked an emotional connection which was necessary to project the image of trusted Denver movers.

Amazing Moves realized their limitations and came to FiG for some answers.


After defining their audience and understanding their company, we developed an updated branding strategy that would reflect the fresh brand look & feel that they were looking for.

  • We started by delivering a new logo that captures the essence of their business while still remaining recognizable to their existing clients.
New Amazing Moves Logo Design

New Amazing Moves Logo Design

  • FiG then created new collateral that would demonstrate this updated image to their prospective clients.  A new logo alone was not going to be enough to fully encapsulate this fresh positioning in the minds of their prospects.  A cohesive brand is vital.
  • That is also why we redesigned their website to properly convey this new look, accommodate multi-media files, and improve the overall user experience to maximize conversion.
The new Amazing Moved Website

The new Amazing Moves Website


Amazing Moves’ website won a Marcom Gold Award in 2011.

The changes coupled with an on-going SEO and Conversion Analysis effort has produced very satisfying results for Amazing Moves:

In year over year traffic:

  • Web-traffic grew by 49.66%
  • Unique visitors rose by 47.72
  • Page views by 65.48%
  • Average time on site increased by 14%
  • Pages per visit increased 10%
  • “Request a Quote” and “Contact Us” form conversion rate has grown impressively into double-digits

We are extremely proud of the results from this project and look forward to helping others in similar situations.  If you are looking to revitalize your brand, do not hesitate to contact FiG for a consultation.

FiG Advertising & Marketing–First Book Cover Design for Donna L. Shannon

Friday, February 24th, 2012

About 6 months ago, we did a logo design for The Personal Touch Career Services, a career consulting business offering top quality resume, coaching, and specialized training for job seekers across the country.  Later, the owner Donna L. Shannon came back to FiG for a book cover design for her new book “How to Get a Job without Going Crazy: 2nd Edition: A Practical Guide to Your Employment Search“.

“Insanity is doing the same thing, over and over again, but expecting different results.”

———- Albert Einstein

Through Donna’s career, she has witnessed job hunters that repeat their mistakes without recognizing it and as a result are missing out on a great career opportunities.  In this book, she wants to share with the audience the “Great Truth” of the hiring game: 3 things that every hiring manager wants to know, 3 essential rules of dealing with the HR department, interview styles and the ways to handle it, etc…

In order to convey the message in a simple and attention-grasping way, FiG’s creative team decided to apply the “Rorschach Test” –a psychological inkblot test, to this cover.

  • The message here is clear: Are you going crazy from job hunting?
  • The message is also attractive:  Not like a typical HR consulting book cover, by using professional images, successful people’s faces, company logos; this cover stands out as different, and intriguing.

As Donna Hannon looks to primarily see this on Amazon in the coming months, it is important that her new book provides a very different approach from typical HR Consulting books.  Also since Amazon search produces small pictures of books’ covers, it was essential to create something that effectively stands out for an intriguing look and feel.

You can also see the first edition book cover below:


How to Stand Out in a Crowded Market

Wednesday, February 15th, 2012

The granola bar market is already crowded with more than 100 new products introduced each year, yet Kraft is dashing ahead and confident to stand out.  How?  A new granola product might have you picturing a commercial where hikers and bikers are representing the brand.

No, Kraft uses a different approach:  Through the use of several TV spots (Blind Date, Parents, Book Club) and “video diaries” on the Brand’s Facebook page, the product (MilkBite) character—Mel, demonstrates himself in a funny and innovative way by questioning his identity of half milk and half granola.  The goal behind this is to create a very different product positioning that will lead consumers to select MilkBites from the various other products in the crowd.

So to answer your earlier question: How to stand out in a crowded market? Kraft uses:

  • An innovative product (milk+granola)

  • Plus an innovative marketing campaign (Mel speaks in clever situations)

  • Plus a big ad budget

What if you don’t have an innovative product or a big ad budget? We at FiG believe that big idea doesn’t necessarily require a big budget.  As long as you understand your target market and have a strategically creative marketing partner (like FiG), you can still create a pre-emptive position to stand out from the competition.

When we worked with Colorado Youth At Risk, they were in need of differentiating themselves from other non-profits who struggle in their recruitment efforts.  Our research on their target market led us to identify a unique emotional connection between their mentors and the kids that they help.  What makes someone become a mentor is not about themselves, but rather wanting to help those in their community in ways that they could have benefited from in the past.  So instead of promoting the non-profit organization as a great way to give back to the community (most non-profit campaigns), we help them leverage this emotional connection with the creation of a new tagline “Be the Help You Once Needed.” Our input allowed Colorado Youth At Risk to differentiate themselves from other non-profits and step up their recruitment efforts.

A unique positioning exists within any product/service category, although it isn’t usually discovered very easily.  Once discovered and executed correctly, it creates huge competitive advantage for you.  If you are looking to meaningfully set yourself apart from the competition, contact FiG , your Denver brand agency, for further insights.