The idea for BINS' brand position came from one of the company owners' wives. "BINS is not just about storage and moving; BINS is an organization solution, promoting a better life through possession management." 

In other words, unlike it's chief competitor, "BINS doesn't look like a dumpster, and won't rip up our lawn."

Working closely with owners Greg Tuel and Steve English, Element designed a fresh, upscale brand identity and website that is designed to appeal to women and to environmentally- and aesthetically-focused consumers.