HOLD is a startup taking a fresh approach to self storage. The brand proposition targets the crammed-in Londoner and shows them how freeing up space at home can lead to improved wellbeing.

They needed a new website to provide the main port of call for customers to make bookings, with storage units initially available to hire in Kings Cross and plans to scale up to multiple new locations over the next year. The competitors look glossy, and cheap, yet HOLD was on a mission to carve out a new space in the industry.

Our leading design principle was to create a site that conveyed the sense of the relief that a clear and tidy space can bring. We achieved this with a carefully constructed grid system that allows for heaps of prominent white space on the screen. We then introduced playful illustrations that interact with the exposed grid system and help breathe life into the space.

The way we developed the brand identity  allowed HOLD to tell their story more effectively in a digital space. We added interactive elements and animations to guide visitors through the key aspects of the process, from mimicking the movement of shifting items around space, to interactive sliders explaining storage unit sizes. Humorous custom icons display pricing and human characters lift, move and live within the page layouts.

In a saturated and cut-throat industry, it was critical that design decisions were based on a clear and effective SEO strategy. We started with understanding the search terms that would lead people to HOLD, and designed the site’s information architecture (IA) to accommodate these well established journeys from discovery to booking. We also equipped HOLD’s marketing team with flexible templates and reusable components so that they could continue to experiment and measure the conversion of new landing pages.