Mini Mall Storage
Self-storage operator providing secure, convenient storage solutions across communities in Canada and the United States.
I lead an 11-person multidisciplinary creative team supporting Mini Mall Storage, directing creative across brand, campaigns, web and content for a growing North American brand.
For Mini Mall Storage, I led the rebrand and development of its visual identity and brand system. I partner with marketing and senior leadership to translate business priorities into brand and creative direction, helping shape how the brand connects with customers across markets in Canada and the U.S.
The work below is a selection of how that came to life.
Simple & Secure Self Storage
“LEGO Day: Time to Declutter” Commercial
Led the creative direction for a commercial that began as a small International LEGO Day social concept. I saw the potential to take the idea further, led our team in developing it into a full commercial, and pitched the concept for broadcast and cinema. The result was a cinematic, humorous spot that brought Mini Mall Storage’s playful brand to a larger audience.
Simple & Secure Self Storage
Integrated Brand Campaign
Led the creative direction for an integrated campaign built around customer insights gathered through Qualtrics, a leading experience management and research platform. We translated the research into a benefits-led creative platform, then developed targeted campaign streams for key customer segments and storage needs, including students, businesses, vehicle owners, retirees and people moving. The campaign extended across video, digital and social advertising, web and in-store creative.
Mini Mall Storage Website
Website Design / Brand Experience / UX & UI
Led the creative direction for the redesign of Mini Mall Storage’s website, working with the UX/UI designer on my team to create a more intuitive, customer-focused digital experience. Our team owned the UX/UI, visual design and translation of the brand across the site, with an external development partner responsible for building and implementing the website.
