The Challenge: A leading NYC development firm enlisted our team to reimagine Starrett-Lehigh's brand identity. While this architectural icon held tremendous historical significance, its brand needed to evolve to reflect its transformation into a cutting-edge commercial destination.

The Strategy: We crafted a positioning that honored Starrett-Lehigh's legacy while boldly claiming its future. By bridging its industrial heritage with contemporary workplace innovations, we developed a narrative that would reestablish the building as New York City's premier commercial address.

The Execution: Market research revealed a crucial insight: New York's commercial tenants sought spaces that balanced historic character with modern amenities. This understanding drove our campaign concept "Where Big Ideas Go" – a powerful statement that captured both the building's massive scale and its role as an innovation hub. The comprehensive brand revival included:

1. A reimagined digital presence with a new website

2. Organic and paid strategic social media campaigns

3. Targeted paid media initiatives

4. Bold OOH advertising

5. Extensive digital and physical marketing collateral
   

The Impact: The rebrand catalyzed Starrett-Lehigh's renaissance:

1. Doubled occupancy within two years

2. Secured selection as New York Fashion Week's venue

3. Generated significant press coverage

4. Established the property as a premier commercial destination through strategic placements across billboards, social media, and digital channels

See Starrett-Lehigh brought to life here.