THE Challenge:
Clutch had strong operations but no identity. It struggled to stand out in a category built on price and convenience. The challenge was to create a brand that inspired trust and emotion — one that felt as culturally relevant as the communities it served.
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The Rebrand
The new identity positioned Clutch as more than a moving company — as a lifestyle brand built on progress and culture. I designed a visual system rooted in clarity and energy, anchored by a confident wordmark and a signature baby blue that felt fresh, modern, and optimistic.
The goal was to make Clutch feel like that friend who always shows up when it’s time to move — someone you trust, someone with personality, someone who gets it.
