Bellhops is an innovative moving company startup that uses friendly, athletic college students to make moving affordable, convenient, and maybe even fun. As Brand Manager, I helped completely overhaul an inventory of mostly ad hoc visual assets into a coherent brand identity system to work in all marketing channels. The look, feel, tone, and manner of the brand needed to mature without relinquishing the fresh, fun, youthful idealism that led to their original success. We created a new mission statement, brand guidelines, and photography, as well as icons, training video animations, advertising campaigns, and other assets to help lives move forward. Photography by Jack Parker.