Pain Points
Nothing Built Yet
Literal Working Name
No City or Investor Buy-In
Two-Week Timeline
Solutions
Rebrand Before Groundbreaking
Renderings Over Photography
Waitlist as Market Test
Expedited Brand & Landing Page
Deliverables
New Name & Logo
Landing Page & Waitlist
Leave-Behind Brochure
Site Plan & Unit Renderings
Meet The Keep
STACK Storage came to Big Red Jelly with a real estate concept, not a finished building: premium, ownable garage suites for people who want a private space for their cars, hobbies, or collections, not another rented storage unit. The catch was timing. Construction hadn’t started, and before it could, STACK needed a brand and a website credible enough to bring skeptical stakeholders, the city, the planning commission, investors, on board, all in two weeks.
Brand level
Startup
Build Level
Startup
Industry
Real Estate, Premium Storage
The Challenge: Building Credibility Before Building Anything
The project’s original name, The Vaults, was direct but literal, and the brand’s job wasn’t just to look good, it had to do real work: convince a city and planning commission this was a legitimate, premium project worth approving, give investors something credible to back, and start building buyer interest before a single garage existed. There was no finished building to photograph, and only two weeks to get there.
What The Keep Was Missing:
- A name and identity credible enough to support city and investor conversations
- A way to look premium and trustworthy using renderings instead of real photography
- A way to test real demand before construction was even finished
- All of it, on an expedited two-week timeline
The Solution: Sell the Vision, Test the Market, Then Build
The plan treated this as phase one of two: lock in a brand and positioning both partners believed in, build a credibility-focused landing page around renderings and site plans, and use it to gather real signal, waitlist sign-ups, questions, objections, before investing further.
Our Focus Areas:
- Replace a literal working name with something that carries real symbolic weight
- Build a premium visual identity that reads credible to a city, an investor, and a future owner alike
- Launch a landing page designed to validate demand, not just look nice
- Treat the whole phase as a market test, tracking what resonates and what doesn’t
Part 01: From “The Vaults” to “The Keep”
Trading a Literal Name for a Symbolic One
The original name, The Vaults, described the function but nothing else. Brand strategist Joshua Lee proposed The Keep instead, a reference to the most secure and defended point inside a medieval castle. The renaming let the brand keep its focus on security while opening room for something The Vaults never had: a sense of belonging, identity, and pride of ownership, not just storage.
What we developed:
- A new name, The Keep, built on a stronger, more premium metaphor than the original
- A shift in positioning from a functional storage brand to an ownership and identity brand
- A name flexible enough to grow into “The Keep at Alpine” as the project’s specific site took shape
Part 02: A Logo Built From a Single Letter
Turning the Letter K Into a Storage Unit
Working on a short, expedited timeline, the team built the visual identity around a mark made from the letter K itself, mirrored and combined to form a three-dimensional cube shape, echoing an actual storage unit when viewed at an angle. As Joshua Lee put it, the client “wanted a different approach to storage, this is your spot to keep all your cool stuff, but it’s also an extension of your hobbies.” The mark was built to carry that feeling: instantly legible, tied directly to the name, and premium enough to hold its own next to a six-figure price tag.
What we developed:
- A custom K-based logo mark forming a three-dimensional cube
- A visual identity built fast without looking rushed
- A typography and color system aimed squarely at a premium, high-end buyer
Part 03: Selling Ownership, Not Storage
This Isn’t a Rental. It’s Yours.
The single biggest shift in the brand was reframing what people were actually buying. Every garage suite at The Keep is deeded property, not a lease, and the messaging leaned hard into that distinction: not a rental, a space that reflects how you live. The site frames each suite around identity and ownership, a car collection, a home workshop, a personal gym, a boat, a studio, rather than pure storage.
What we developed:
- Messaging built entirely around ownership, not rental or storage
- A “make it yours” framing spanning eight distinct real-world use cases
- A brand line capturing the whole idea: “We exist to protect the parts of people that make them feel most like themselves.”
Part 04: A Landing Page Built to Prove Demand, Not Just Look Good
Using Renderings Instead of a Finished Building
With no finished garages to photograph at launch, the site leaned on architectural renderings, site plans, and unit layouts to make the concept feel real and credible. Three garage suite tiers, Signature, Premium, and Luxury, were laid out with real pricing and square footage, and every path on the site led to the same place: reserve a suite or join the waitlist, giving STACK real signal on who was interested and which tier they wanted, even before construction wrapped.
What we developed:
- A landing page built around renderings, site plans, and unit layouts in place of real photography
- Three clearly defined ownership tiers with real pricing and square footage
- A waitlist and reservation system built to double as a live market test
Part 05: Arming the Team for the Room, Not Just the Website
A Leave-Behind Built for City and Investor Meetings
A landing page does a lot of work online, but city officials, planning commissioners, and investors don’t make their decision from a browser tab in a meeting. Alongside the digital site, the team built a printed leave-behind brochure, brand fundamentals condensed into something STACK’s team could hand across a table, carrying the same renderings, positioning, and premium feel as the website into the room itself.
What we developed:
- A printed leave-behind brochure built for in-person city, planning commission, and investor meetings
- Brand fundamentals condensed into a format built to hand across a table, not scroll through
- A consistent look between the digital site and the physical materials STACK’s team carried into the room
Part 06: What Comes After Validation
Turning a Two-Week Sprint Into an Ongoing Partnership
The whole point of phase one was learning enough, real waitlist interest, real objections, real signal, to justify what came next. The strategy always treated heavier work like SEO, paid media, and a fuller brand system as phase two, only once positioning was locked and demand was proven. STACK moved into an ongoing Grow partnership starting March 1, 2026, continuing to build on the foundation this two-week sprint put in place.
What we developed:
- A clear phase one and phase two structure, so scope grew only once demand was proven
- A direct handoff from the two-week sprint into an ongoing Grow partnership starting March 1, 2026
- A foundation built to scale once the concept was validated, not before
Bring It All Together
STACK Storage didn’t have a finished building when this project started, they had a concept and a deadline. Two weeks later, The Keep had a name, a premium identity, and a landing page built to bring a city, investors, and future owners along before a single garage suite was complete. As construction has progressed, real photography has started taking its place alongside the original renderings.
A Name With Real Weight
From a literal, functional name to a genuine ownership brand.
Premium Without a Finished Building
Renderings and site plans doing the work real photography couldn’t yet.
Built to Test, Not Just to Launch
A landing page that doubles as a live read on real demand.
The Conclusion: Sometimes the Brand Has to Exist Before the Building Does
The Keep is proof that a credible brand can do real work long before construction finishes, opening doors with a city and investors, and building a genuine waitlist of future owners, all from a two-week engagement built entirely around a concept.
2
Weeks from discovery call to launch, brand and landing page both
3
Garage suite tiers: Signature, Premium, and Luxury
100
%
Ownable, deeded property, never a lease
Shown: Joshua Lee & Zach Webber
The Strategists
Joshua Lee | Brand
“They wanted a different approach to storage, this is your spot to keep all your cool stuff, but it’s also an extension of your hobbies.”
Zach Webber | Build
“From day one, the client was incredibly direct and professional. It truly felt like we were working together as business partners.”
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Big Red Jelly builds brands that grow. We blend strategy, design, and systems to help companies scale with purpose, translating what makes a business genuinely different into a brand people trust. Ready to see what a rebrand could do for your company?
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At Big Red Jelly, we understand that branding is more than aesthetics, and that it’s how your organization communicates value, builds trust, and drives growth. For Utah Partners for Health, that meant creating a brand that could serve multiple audiences while staying true to a deeply important mission. We combine research, strategy, and creativity to deliver brands that look better and work better.
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