PODS is now a nationwide brand that began in the mid 90's in Clearwater, Florida. They offer mobile mini storage that can be left behind for later pickup and storage.

When they first approached us, this company had the name Portables, which was often confused with school buildings and portable toilets. They also had a fancy, scripted logo that looked too fluffy and whimsical for their type of business.

Since this was a new category, we saw the opportunity to create a "Kleenex", "Kodak" or "Xerox" . However the name still needed to convey the essense of what they did-moving containers from homes to warehouses. So we created a acronym P.O.D.S. which stood for Portable On Demand Storage. The name sounded "container-ish" without having too many other connotations associated with it. In other words, it was a blank state upon which we could build a brand name without having to deal with pre-existing misconceptions.

The logo also took on a look of boxes or containers. We kept it very simple and straightforward to minimize confusion and aid in visually explaining the service. The results were immediate. What used to take 10 to 15 minutes on the phone to explain, was now readily apparent to consumers. PODS quickly grew from one location in Clearwater to over 50 cities nationwide.

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