The storage industry seems functional—until you uncover the deep emotional investment people have in the things they store. Customers arriving at CubeSmart's 1,200+ US locations are often facing life upheavals, big moves, and tumultuous times—and they all want the reassurance of a clean, friendly, and secure self-storage destination. Leading with “more heart” as a unifying principle, we built emotional connections across signage, video, social media, internal brand communications, and out of home. Heartfelt storage stories emerged, and CubeSmart reminded all that it’s what’s inside that counts.
Creative direction | Brand Strategy | art direction | copywriting | design