Services: Brand Positioning and Strategy, Tagline, Copy and Script Writing
Media: Website, Print Advertising, Video
Partners: Adams Design, BKJ Productions (website))
Cumar, Inc., a family-owned firm with a deep history and a stellar reputation for the finest quality marble, granite, and specialty stones. felt that its existing website and public image did not reflect the superior quality and craftsmanship of its brand. They do now.
Cumar needed both advertising and a website that would not only appeal to interior designers, developers, and clients, but which would also allow them to see samples of Cumar’s beautiful and often unusual stones in a way that is easy to view. Our strategy of using fairytales featuring the founder’s granddaughters to showcase both large stone slabs and the family’s personal involvement has, in fact, become an integral part of Cumar’s branding. The copy is minimal and uses words that describe both the story and the stone. People remember these ads and look forward to the next installment.
The video that appears on the Cumar website was done using family photos and memorabilia to tell the story of the Cubi family, how they built this respected business and how it continues into the future.