Creating the RightSpace Storage Brand

Optivest Properties is one of the self storage industry’s finest full service consulting firms specializing in property management, acquisition, image branding, asset financing and project consulting. Recently they invested in a new family of self-storage facilities nationwide, selecting Album to develop the strategic platform and visual identity for the new brand — along with a unique name that would appeal to their target audience.

As with all brand launches, we started with Brand Tuning to define the strategic foundation and positioning for the new brand. Once the strategy was in place, our team was challenged to find a name that didn’t already exist amongst the tens of thousands of existing storage facilities. After exploring hundreds of names, we ultimately selected the name “RightSpace Storage” as it aligned perfectly with the needs of their renters — and was concise, easy to spell, and domain-available.

Next up: creating the visual identity for the brand. At the core we designed a fresh and modern logo that still had a friendly and welcoming vibe to align with the brand’s values and positioning. From there we developed a comprehensive brand style guide that contained all the visual elements of the brand, including fonts, colors, and styles to be implemented consistently across all touch points.