Squirrel Storage: Still Nuts About Their Stuff
Self-storage is an extraordinarily practical business.
Which doesn’t mean the marketing has to look like one.
Squirrel Storage entered a competitive local market populated by larger operators offering essentially the same fundamental proposition: clean, secure space for the things people don’t currently have room for.
The opportunity was to give a relatively ordinary service something much harder for competitors to duplicate.
A personality.
From the original identity onward, I’ve developed and managed Squirrel Storage’s branding, advertising and marketing across print, direct mail, digital advertising, referral campaigns, video and motion graphics.
Rather than trying to out-corporate the larger competitors, we went the other way.
We made the squirrel the star.
Visit their website to learn more: www.squirrelstorage.ca
PLEASE NOTE: Pricing, offers and product or service details shown reflect the original artwork at the time it was produced and may no longer be current.
The squirrel became a recurring presence throughout the brand, appearing in different situations, seasons and campaigns, eventually acquiring a family and a surprisingly busy life.
Digital illustration gave us the freedom to continually reinvent the character without reinventing the brand.
The result is a visual system that can change constantly while remaining immediately recognizable.
And considerably more fun than another photograph of a storage locker.
The format may be traditional.
The creative doesn’t have to be.
Rather than treating every mailing as a standalone advertisement, we’ve used them to continually expand the personality and visual language of the brand.
That continuity matters.
A postcard arriving at someone’s home, a Google ad appearing on screen and an animated promotional spot may be very different pieces of media, but they should unmistakably come from the same place.
That’s allowed the creative to keep evolving rather than simply repeating what worked before. New offers, new illustrations, new formats and new media continue to give us opportunities to push what marketing a self-storage business can look like.
I continue to develop and refresh the campaign today.
Same squirrel.
Still finding new places to put him.
Have a project, an idea, a question, or an interesting problem that refuses to behave? Something that needs making, fixing, rethinking, photographing, designing, or otherwise coalescing into existence? Make contact. I can’t promise to say yes, but I can promise to have an opinion.