FlatRate Launch

I’ve been working closely with FlatRate Moving(TM) since February. They just launched their new website and are implementing some radical customer service tools; bringing truth to their professed role as innovators in the world of moving. It’s been an honor and inspiration to witness firsthand the results of their efforts to be true to who they are and what they do.

When I met them, FlatRate had a desire to deliver in writing and images what they were already delivering in their performance on the job: excellence. Current marketing materials were doing them a disservice by masking a superior experience with generic “sales speak.” They sounded like every other mover out there despite the fact that what they offer is unique. In marketing this is a good problem to have. Too often, it’s the other way around: fancy “sales speak” masks an inferior product.

As an alignment project, this was a joy to work on. The team was small, motivated, and empowered to take action. I was able to work directly with the founder, CEO, and those in charge of marketing, which left no room for confusion or error. Skyelab scrutinized everything the company was using to communicate their brand, conducted internal interviews, and worked shoulder-to-shoulder with FlatRate and their branding partners, Flying Machine, to harness the right words and ideas to convey the experience accurately. It was a story that needed to be told: FlatRate believes moving can be a positive experience. They are dedicated to this idea and are constantly seeking ways to make clients believers.

Through the process I learned how critical it is in this kind of work to fall in love with your client, to get involved, to really take a stake in their success. I couldn’t have done what I did for them without feeling integral. They embraced my participation, gave me access, and their trust. It was a pleasure, guys. Thank you for teaching me about your world and trusting me to help you convey what you do for people on the move.