300million has created a new brand identity for self-storage business Access Self Storage. The consultancy first started working with Access in January 2008, according to director Nigel Davies, when it looked at positioning the company’s core offer. This work, Davies says, resulted in a revised brand position and a marketing campaign.
The brief then developed into a rebrand, which 300million pitched for and won in November 2008, Davies says. Jill Martin, head of marketing at Access, says the rebrand came about because the company was expanding, with its 50th store opening this month, and also because it was looking at placing greater emphasis on mixed-use facilities at its new stores.
She says, ‘At Access we could see our business was going from strength to strength and we needed our brand to reflect what we were offering.
‘We were also conscious that the increase in storage demand is placing greater emphasis on mixed-use facilities – combining self-storage with offices, trade counters and even residential.
With the development of the business it was key that we had a brand we all believed in and a consultancy which could help us deliver our vision.’
Davies says, ‘The biggest challenge with the brief was to create something that moved the brand forward without jarring with the old image.’
He adds, ‘The logo needed a bit of tidying up – the work done is to make it look more confident and engaging.’
Martin says, ‘We have developed a brand which conveys what Access is about – simple, hassle-free storage at excellent value.’
The new brand is being applied to new Access stores at Byfleet, Surrey, designed by architect DMWR, and Stevenage, Hertfordshire, designed by MAA Architects, which both open this week.
The brand will then be applied to all new stores, with a series of openings planned for this year, and will be retrospectively applied to the company’s existing stores.
Davies says, ‘As new stores roll out they will be adopting the new brand for signage, but all marketing material will be changing. This reflects the longterm strategy of the business to stagger the refurbishment of existing stores.’
A new website, designed by Bournemouth- and London-based Red Web, will launch in the next couple of weeks.