When Valerie Cantrell first came to me, this was not a logo project.
She needed a new website — but more importantly, she needed to be unique and set apart in her marketplace.
The Challenge
Valerie was operating in a crowded, competitive market as a home organizer. Like many businesses in that space, the messaging was broad, interchangeable, and difficult to differentiate. Her company at the time, “Divide & Conquer Your Clutter,” described a service—but not a position.
As she evaluated her business, Valerie recognized a critical insight:
Most people hate unpacking after a move.
That realization changed everything.
Rather than competing with countless organizers, Valerie chose to specialize in the most dreaded part of the moving process — unpacking and organizing a home once the move is complete.
That strategic shift required more than a new website. It required a new identity.
The Strategy
My approach to website design starts with a simple conviction:
The foundation of a strong website is a strong brand.
A weak or unclear brand will almost always limit the effectiveness of the site — no matter how well it’s designed.
With Valerie’s repositioning in mind, she began by renaming the business The UNpackers — a name that is direct, memorable and instantly communicates the value proposition.
From there, everything flowed outward from the brand.
The Identity
The logo I designed for The UNpackers is intentionally simple, but layered with meaning.
At first glance, it’s an open box—the universal symbol of moving.
One of the box flaps doubles as an upward arrow, signaling progress and completion. Look a bit longer, and the form subtly resembles the silhouette of a house.
I like to embed small moments of discovery into identity work when possible — details that reward attention without requiring explanation.
TheUNpackers.com have used Paul Erickson for over the past 20 years for our website development, branding and social media needs. He is always available and has a gracious attitude. Paul has relieved many of our business burdens with his expertise and input.
Valerie Cantrell, The UNpackers
That logo became the visual and conceptual anchor for everything that followed.
The Execution
- With the brand established, I carried the identity across all customer touchpoints, including:
- Brand identity & logo design
- Custom website design and development
- Vehicle branding direction (used across multiple service vehicles)
- Business card design
- Promotional video content, including a time-lapse “before and after” video showing The UNpackers in action:
Because the brand was clear and intentional, the website design didn’t need gimmicks. It simply reinforced the message: this company solves a very specific, very painful problem—and does it well.
The Result
The UNpackers stands apart in a crowded market by doing fewer things — and doing them exceptionally well.
What began as “just a website” became a full repositioning that aligned naming, identity, messaging, and experience into a single, coherent brand.