Compare My Move.

Repositioning a brand within its true market.


Professional services

Project type


Compare My Move provides removal quotes from local removal companies across the UK. Whether it's for office or home moves, their network of companies and staff provide a personal, accessible and caring comparison service.

Assessing a position.

Each of us will on average move home eight times in our lives. Many will decide that we need help moving possessions from location to location during this period. That may require hiring a removal company. But this is a market known for unprofessional and inept removal operators. At times, choosing one isn’t easy. lets you compare removal companies and select the most appropriate from hundreds in their trusted network. However, they felt that their website wasn’t representing the service they offer. At first, we were asked to look at key conversion pages and processes from a user experience perspective. Once we dived deeper, though, we revealed a host of other areas which could be improved to reinforce their proposition and market position.

Stay away from Geoff & Alan!

A well-defined brand is one usually positioned according to its market. We felt this is something that Compare My Move lacked – their current brand was neither aligned nor unique. This is a problem as it isn’t memorable. So we set out and developed a concept that emerged from their customer’s pain points. A concept to challenge those issues within the removal industry.

Meet Geoff & Alan; two fictional characters that represent how the removal industry is generally perceived. They're the people home movers want to avoid. Associating these people with the Compare My Move brand was always a risk, but we needed to be fully transparent on their existence. We were countering this by saying that even though unprofessional people exist, we will not give you Geoff & Alan. Playing with psychology in this way meant that the concept would resonate with Compare My Move’s customers. This in itself, was unique. And this promise was the basis of how we were going to position the new Compare My Move brand.

Less is more.

Our UX team did some research within the market; finding out how users were using and responding to online forms. Essentially, looking to fine-tune the current customer journey through this process to improve conversions. But we couldn’t interrupt what was already working on the site – was already both functional and operational. Our intervention was subtle that yet made a big difference, breaking up the user journey into a series of steps.

With these delicate changes put into a clickable prototype we could test and see how the new user journey would work. Above all else, find out whether it would improve the process of filling the form. We broke down the forms – key business components of – into four distinct and digestible stages. Focussing on keeping each step short and moving visitors through to complete an effortless form submission. Which, for the user is more desirable, and for Compare My Move results in more website leads.

Building trust in an age of doubt.

Keeping things simple up to this point, the design followed the same approach. The identity also needed some technical tweaks. In particular its execution. So we softened the edges around the site and also introduced a softer font throughout – avoiding hard edges that wouldn’t fit with the brand concept we created which was far from corporate. Giving it a warmer feel, and aligning it with the new brand position. Once again, tweaking things ever so slightly but to great effect.

Compare My Move is a friendly company, with a friendly team of staff on call ready to aid the removal experience. They're the next point of contact off the site. Professional, helpful and trustworthy; these are all things our site needed to be to make this step a smooth one. Because that’s what you look for when moving house. Which is how Compare My Move will grow and attract more home movers to and progressing through their website.

Products and services used




    Creative direction

    Visual design


    3D modelling

    User experience

    Audience research