My Role
I led all creative efforts in developing the new brand identity and played a key role in field research. Over several weekends, I visited Simply Self Storage locations across the Northeast, from the newest and best-maintained facilities to those that were struggling. By speaking directly with location owners, I gained valuable insight into what they loved about the brand, what needed improvement, and how they envisioned its future. These conversations helped shape our creative brief and provided a strong foundation for the rebrand.

The Challenge
The primary challenge was modernizing the brand without making drastic structural changes to individual locations. Since each Simply Self Storage facility was privately owned but operated under a franchise-like model, any branding updates needed to be easy to implement across the board. Additionally, safety and security were the top concerns for customers selecting a storage facility, so the new branding had to reinforce trust, comfort, and reliability. The logo needed to be modern, unique, and instantly recognizable—something that visually communicated what the company does while remaining simple and versatile across all marketing materials.

The Solution
Using insights from our field research, we developed a bold, modern logo that balanced simplicity with functionality. The new icon resembled both a storage box and a building, making it instantly recognizable and adaptable across various materials. To complement the logo, we selected a clean, modern sans-serif typeface that was bold, legible, and professional.

Beyond the logo, we designed new uniforms, hats, moving box packaging, and updated signage, ensuring a cohesive look across all locations. To guarantee consistency, we compiled everything into a comprehensive set of brand guidelines, providing corporate and individual owners with clear instructions on how to implement the new branding effectively.