Where Life FITS.
Prepared
for David Nicklin Position Around Space,
Not Storage.
Architects of Personal Space
You’re quietly doing something exceptional—transforming overlooked spaces into refined, high-functioning features that feel architecturally “meant to be.”
But the way FITS presents itself publicly doesn’t match the quality or clarity of the work.
You’re calling yourself everything:
Architects, interior designers, furniture makers, joiners.
While all of it may be technically true, the result is a brand that feels foggy instead of focused.
And that creates a problem.
What I See
Right now, FITS sits in a valuable but undefined space—caught between architecture, joinery, and interiors.
That makes it hard for potential collaborators to know:
—Where you fit in the workflow
—And why you're different from all the high-end joiners or interior architects
And here’s the real missed opportunity:
You're not a storage company. You're a spatial design team. That distinction matters.
Because the more clearly you define your role, the more valuable it becomes.
Especially to the design-and-build firms you’re keen to attract.
People don’t want more storage. They want more space, and space that works better.
You’re not in the storage business.
You’re in the space business.
That’s the story your brand should be telling.
And it’s the story we’ll help you tell—clearly, confidently, and consistently across your site, your credentials, and your social media.
Why You Need Positioning
With strong positioning:
You stop sounding like a service provider
You start sounding like a category of one
Clients know exactly where you fit in the process—and why you’re essential
Without it?
You’re bucketed in with “custom joiners” or “storage specialists”.
You get brought in late.
You get briefed on the output, not the idea.
