Stark Business Solutions

Stark Business Solutions (SBS) has a fast growing business of providing full service office space to small professional firms and individual practices of lawyers, financial planners, business consultants, asset managers and the like. Stark has four locations and counting in the well-heeled Westchester/Connecticut region north of Manhattan.

SBS hired Cubism to help them create an overarching brand and marketing communications strategy to be carried through to sales and advertising materials. SBS was looking to replace a largely executional approach to communication with the longer-term strategy and consultative one offered by Cubism.

Our initial undertaking was to work with our client to more clearly articulate the meaning, difference and value of the SBS brand; while simultaneously meeting the daily tactical communication needs of the growing business. Cubism did customer research to come to a view on the essential difference between SBS and the competing 'national chains'.

The brand positioning began to emerge in Stark's first outdoor and print campaign developed by Cubism, which was a tactical launch to encourage occupancy of a newly opened location in the heart of Scarsdale Village in Westchester. Rather than play the category game of 'tout the amenities', Cubism depicted SBS as a horse of a different color - having a different, subtly more empathetic sensibility about what it really means to provide service to seasoned executives.

The campaign met the objective of accelerating Scarsdale occupancy and had a 'spillover' effect on SBS's other locations as well.