Space For All
Manhattan Mini Storage
Manhattan Mini Storage had earned their place in New York culture through decades of bold, boundary-pushing outdoor advertising that New Yorkers actually noticed. The problem was that boldness had never been codified. No consistent voice, no distinctive visual system, no brand assets that could scale. Just a reputation built on instinct.
We won the business on a pitch to fix that.
The insight was simple: New York City's character comes from its characters. The city has room for everyone — every gender, ethnicity, belief system, and unique personal quirk — even if nobody's apartment does. We crystallized that tension into a single line: Space for All.
From that platform we built the Manhattan Minis — a cast of 17 animated New York characters as eclectic and specific as the city itself. Brash, strange, funny, and immediately recognizable across MMS's extensive outdoor inventory.
The campaign ran for five years, outlasting the agency that created it. When Manhattan Mini Storage sold for $3 billion, news coverage specifically cited the advertising as a driver of the brand's value. Space for All is still their tagline today.
We won the business on a pitch to fix that.
The insight was simple: New York City's character comes from its characters. The city has room for everyone — every gender, ethnicity, belief system, and unique personal quirk — even if nobody's apartment does. We crystallized that tension into a single line: Space for All.
From that platform we built the Manhattan Minis — a cast of 17 animated New York characters as eclectic and specific as the city itself. Brash, strange, funny, and immediately recognizable across MMS's extensive outdoor inventory.
The campaign ran for five years, outlasting the agency that created it. When Manhattan Mini Storage sold for $3 billion, news coverage specifically cited the advertising as a driver of the brand's value. Space for All is still their tagline today.