Noah’s Ark Opens in Orlando

May 9th, 2007

Noah’s Ark Self Storage opened a new self-storage unit in Orlando, Fla.  The new Noah’s Ark offers 85,700 square feet of space and has a total of 651 units, including 299 units that are climate controlled. Storage units range in size from 25 to 300 square feet.

With the drought in Florida, we won’t literally need an ark any time soon, but we can always use a strategically located, Class-A self-storage facility and this is one of them.

I would point you, though, to the recent rebranding of the Parham Group. See, not everyone who knows Parham knew that he owned five distinct companies that offer end-to-end products and services for the self-storage industry.

Parham covers Maverick Investments, Noah’s Ark Development, NDS Construction, Cross Metal Buildings and Joshua Management. But they had different logos, different booths at trade shows, and different perceptions in the marketplace. Parham knew he could better serve the industry – and grow all five of his companies – if there was a consistent way to communicate the synergy his companies offer. That way was branding, including a new brand name.

Of course, deciding on a new brand name was just the beginning. The next step was creating consistency across the five companies. Parham took the individual logos and transposing them inside translucent cubes. The black, white and beige cubes communicated the ideas of storage units, building blocks and moving boxes. The scheme offers a feeling of unity that preserves the individualism of each company under the umbrella of The Parham Group.

The next challenge was the tradeshow presence, consolidating five disparate booths into one mega booth that offered each company its own space and identity as part of the parent brand. Parham developed a circular booth with a banner running its length that communicated the name of the parent company above the individual brand logos and the tagline “The 1 Resource.” The strategy paid dividends when attendees who started out talking with Cross Metal Buildings were introduced to Joshua Management staff and NDS Construction would-be customers took interest in other Parham Group divisions. CDs that offered attendees collective information about how to do proformas and choose sites served to prove the companies’ expertise across the self-storage board.

Nice job!

Entry Filed under: Branding/Corporate Identity