O'Brien Self Storage
A custom website and growth campaign that filled every unit faster than anyone expected
The
challenge
The brief was to take a brand new indoor storage centre from zero to full occupancy within a year, through a new website and digital marketing campaign. O’Brien Self Storage was a new venture within a well-established group, and above everything else it had to do one thing: fill the units.
The strategic tension was balance. The centre needed to feel credible and connected to the O’Brien’s name, which we know well from years of work across the group’s Waste Management, Demolition, Cranes, Land and Development and Reclamation divisions, while standing on its own as a distinct, modern proposition in a competitive storage market.
Everything had to serve occupancy. The brand, the website and the campaign all needed to work as a single system aimed at converting high-intent local searches into confirmed bookings, not just at looking good.
Our
approach
We started with the brand. The challenge was to create something that retained the recognition of the O’Brien’s name while feeling specific and relevant to storage. Our solution was to take the O and B from the existing identity and transform them into a three-dimensional box shape – a sub-brand that felt immediately connected to the parent group but unmistakably about storage. A small creative decision with a strong commercial logic behind it.
With the brand in place, we built a fully custom website designed around the customer journey from first click to confirmed booking. Visitors could browse storage options across all available sites, check real-time availability and book online directly. For those who preferred to speak to someone first, the site captured enquiry data to support the team in converting in-person conversations. Before launch, we invited real users to test the site and booking process, identifying and resolving any points of confusion before they could affect real customers. The result was a site that felt intuitive, fast and easy to use, with conversion rates that reflected the quality of the experience.
With the site live, we launched a targeted Google Ads campaign focused on high-intent searches from people actively looking for storage in the relevant areas, delivering quality traffic from day one. In parallel, we built the organic search foundations – technical SEO, service pages, local visibility and content, which over time delivered highly cost-effective, consistent traffic without paying for every click. More recently, we have been working on AI search visibility to strengthen the site’s presence in Google’s AI Overviews and AI-assisted results, ensuring it remains well-positioned as search behaviour continues to evolve.
Services delivered
- Marketing Strategy
- Logo Design
- Brand Development
- Website Design
- 3D Illustration
- Search Engine Optimisation (SEO)
- AI Visibility
- Google Ads
Impact
We did not disappoint.
The target was 100% occupancy within 12 months. We reached it in five months.
The combination of a well-designed sub-brand, a conversion-focused custom website, targeted Google Ads and a growing SEO foundation created a joined-up system that delivered results faster than anyone had anticipated.
Client testimonial
‘I’ve worked with Matt for a number of years, initially through Halogen Creative and more recently with Matt and the team at One Design Group.
What has always stood out to me is how supportive and approachable they’ve been. I don’t come from a marketing or web design background, so there have been plenty of occasions where we’ve gone backwards and forwards discussing ideas, asking questions and refining things. At no point have I ever felt like I was being a nuisance or asking too much. Nothing has ever seemed to be a problem.
Matt has always been patient, happy to explain things and willing to share his knowledge, which has made a real difference. That support has given me the confidence to get involved in developing our website and marketing, knowing I have experienced people to bounce ideas off whenever I need them.
Alongside that, the quality of their work speaks for itself. Our website, marketing and design work have all been delivered to a high standard, and the whole team at One Design Group has been professional, responsive and genuinely easy to work with.
I wouldn’t hesitate to recommend Matt and the team to anyone looking for a reliable, knowledgeable and supportive agency.’
John Hibberd, Manager, O’Brien Self Storage