We were engaged by RedBox Storage to create a new brand identity that would better capture their core values of customer service in premium storage while remaining recognizeable to existing customers.
- Create a dynamic new brand identity
- Apply it to all facets of the company
- Design, produce, art direct and apply
Building on RedBox's existing identity we started with the tagline 'Room for What Matters'. The idea behind this was to highlight that customer's possessions are valuable but what really matters is the customers themselves. By decluttering their lives RedBox aims to give them that space. We expanded this into an entire identity system which has been applied throughout.
- Start with new tagline 'Room for What Matters' (the customer is what matters, not so much what they store)
- Create a coherent brand identity system
- Ensure that it works smoothly across every platform.
The main challenge with this project was to create a new identity communicating the values and subject matter of the company while not alienating those who had already become familiar with it.
We distilled the company's main value, making life better for its customers, into this tagline. On the face of it 'what matters' are the possessions being stored but in the end material things are not the most important, what really matters is the customers themselves and how RedBox can help improve and declutter their lives.
In creating RedBox's new identity we created 'Reggie', the company's mascot and a further reflection of what the RedBox stands for. This goes with the friendly, tongue-in-cheek voice we created for RedBox. He now appears on everything from parking cones to buildings.
We completely overhauled RedBox's website and social media creating a series of illustrations in the process which have become another signature element. RedBox's website incorporates several technical elements including online retail, tracking and inventory, scheduling etc.
RedBox's new identity has received very positive feedback and has been consistently applied across all its platforms.