Context

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.

Challenge

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.

Approach

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.

Project

Brand Strategy

Industry

Real Estate

Partner

Country

USA

Implementation

2018

Contact

BRAND AFFAIRS AG

Markus Kramer

Result

XSPACE brand reflects the rich diversity of its unit owners, radiating with color, vibrancy and brightness, selling all available units ahead of schedule. The fully branded XSPACE facility in Austin has become a hub for a diverse range of individuals passionately pursuing their interests, from wine connoisseurs to small business owners to car enthusiasts and beyond. Building on this success, XSPACE is now expanding to Houston, TX, marking the beginning of its journey to establish a presence across the United States.

“We started from a blank sheet of paper with a complex, but great idea for a proposition that didn't exist yet. Brand Affairs guided us from the very beginning to the finish line of our ambitious project with deep and highly professional expertise, always being there and truly committed to our success. Their ability to simplify complexity and express it with clarity is second to none.”

Byron Smith

founder of XSPACE and serial entrepreneur, xspace