Plan B™
The Agency Alternative
NORTH AMERICAN
Moving On Up www.navl.com It’s hard to miss a gigantic blue truck. Prior to coming to Plan B, North American Van Lines’ brand identity was far less recognizable than their trademark vehicles. Plan B recognized that North American’s marketing lacked a consistent application of their brand, and as a result, most people would have been hard pressed to distinguish North American from any other moving company. In an industry whose service is largely viewed as a commodity, that kind of anonymity kills. We set about interpreting their blue-chip brand across a wide range of marketing materials for both B2B and B2C audiences, including print, direct mail, collateral and brochures, innovative out-of-home designs, and more. Our work put a human face on their services, helping North American to stand out in a crowded market by positioning them as a service-focused, value-driven alternative.