Making self storage something to smile about

The Client

Pocket was built by childhood friends Max and Louis, drawing on backgrounds in secure bike storage and property development to create a fully automated, ultra-urban self storage company for London's businesses and residents.

The Challenge

Self storage is a crowded category built around a handful of long-established, well-recognised names. Pocket needed a distinctive brand identity that could compete with that credibility from day one, developed at pace with no room for a long, drawn-out process.

The Process

Pocket initially approached Immo Studio as a brand naming agency, before the scope grew to include strategy and identity. We ran a lean naming and brand strategy process, landing on Pocket, chosen for its playful tone and its hint at storage. That set the direction for everything that followed: a brand personality and tone of voice built to bring warmth and a bit of joy to something people usually find mundane.

Competitor research showed the category split into two camps, established players with safe, generic branding, and newer entrants leaning heavily on illustration. We steered clear of both, in order to create something fully ownable for Pocket.

The Solution

Pocket's new brand identity brings warmth, humour and a bit of mischief to a category that rarely has any, standing out from competitors' safer, more serious branding. A colourful palette and typography with a hint of vintage charm carry a consistent brand voice, alongside a bespoke graphic system built from everyday storage objects, wardrobes, bikes, lamps, giving Pocket a visual identity all its own, carried consistently from business cards to site signage. The result turns a tedious task into something people actually enjoy engaging with, building trust and credibility from the very first impression. Immo Studio continues to work with Pocket on wayfinding and signage as new sites roll out.

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