XSPACE revolutionises the way we see and use storage space. This unique idea combines the need for an ageing population with the need to downsize with conventional self-storage facilities and the opportunity for people to continue pursuing their hobbies, passions, and work. XSPACE initiated its pilot project in Austin, Texas, marking the intersection between self-storage and personal freedom.
The primary challenge faced by XSPACE was the absence of a premium offering in the US self-storage market. Typically perceived as strictly functional and cheap, storage facilities lacked emotional resonance. XSPACE had to convey the sense of freedom that comes with the need for downsizing while continuing to pursue one's passions. The brand had to emotionalize its proposition to resonate with a diverse audience. The communication strategy required an emphasis on education and elevating the concept of storage to a new level.
We devised a market research approach that circumvented the fact that future clients could not conceive a to-date non-existing value proposition. These insights became the foundation for developing the XSPACE brand. The process involved creating a clear brand positioning, defining brand values and a purpose, developing a compelling brand claim, and crafting a vibrant, visual identity to convey that self-storage can become a form of elevated freedom.
