CubeSmart

Challenge

CubeSmart

Challenge

Looking ‘inside’ to find the beating heart of a functional category.

Competing in the commodity category of storage space, CubeSmart was looking to stand out with an emotional message for the brand that would connect with prospective customers, as well as their employees in the field. They came to Finch armed with multiple research studies that had useful data but contained no concrete recommendations on what to do next.

Process

  • Brand Strategy
  • Tagline Development
  • Brand Guidelines
  • Campaign Development
  • Brand Book
  • Video Direction
  • Signage Design
  • Packaging Design

Impact

0%

increase in stock price within 18 months of roll out

New North Star

for the brand that defines what makes CubeSmart unique to both employees and consumers

New consistency

across brand communications, signage, and service delivery

How We Got There

A unifying principle for a diverse brand.

Our team reviewed all of the existing research and crafted a compelling positioning for the brand behind the idea of “More Heart” that mapped to why CubeSmart was superior on functional elements like service, security, and cleanliness. This idea came to life through the new tagline “It’s What’s Inside that Counts”.

Brand Book

At each of its thousand plus storage facilities across the U.S., CubeSmart’s team is the frontline representation of the brand. We built a brand book for distribution to all team members across the organization to introduce the new brand strategy and communicate core brand principles.
At each of its thousand plus storage facilities across the U.S., CubeSmart’s team is the frontline representation of the brand. We built a brand book for distribution to all team members across the organization to introduce the new brand strategy and communicate core brand principles.

Brand Packaging

Rolling the brand strategy out across touch points included re-imagining their iconic box concept to embody the brand positioning. This included making it easy to designate what’s inside and providing packing tips - simplifying the customer journey.

Brand Video

Looking to tell their story in a compelling way, we helped CubeSmart write and produce a video for pre-roll and digital advertising. The video has been well received - with measurable performance in brand recall and awareness-driving metrics.

Hear More

We hosted Daniel Ruble, VP of Marketing at CubeSmart on our podcast. Take a listen to hear his perspective on this project and more.

Listen Now

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