CubeSmart Self Storage

Competing in the commodity category of storage space, CubeSmart was looking to stand out with an emotional message for the brand that would connect with prospective customers, as well as their employees in the field.

A unifying principle for a diverse brand, the idea of “More Heart” was born. It mapped to why CubeSmart was superior on functional elements like service, security, and cleanliness. This idea came to life through the new tagline “It’s What’s Inside that Counts”.