A premium co-working space born from historic Austro-Hungarian imperial stables in central Cluj-Napoca.
KADD worked on full brand & digital for a client in the workspace & hospitality sector. The project connected strategic clarity, practical implementation and a coherent customer experience for the organization’s market and location.
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How do you create a modern, high-performance brand for a workspace located on the site of nearly 200-year-old imperial stables? With preserved historic oak beams, industrial masonry, and historic metal structures, the venue possessed rich architectural weight that needed to be honored, not hidden.
The primary business objective was clear: attract highly qualified enterprise clients, boutique teams, and elite freelancers who value focus, heritage, and distinction. Our brand and digital strategy had to position Stables not simply as a desk to rent, but as an inspiring, quiet growth engine for Cluj-Napoca’s premier talent.
Jung described archetypes as recurring patterns through which people instinctively recognize motives, roles and meaning. Brand strategy later adapted this idea into a practical way to create a coherent personality — one that can be recognized before every benefit is explained.
For Stables, authority is not about dominance. It is expressed through order, high standards, calm control and the confidence to create the right conditions for ambitious work. This reflects the original personality traits defined for the brand: commanding, articulate and candid.
The line “a companion, not just a company” makes the character human. Stables is positioned as an agile, trustworthy partner that stays close to its clients, understands their needs and helps them build — not simply as a provider of desks and amenities.
A recognizable character creates a deeper relationship than facilities, features or price alone.
Discipline and care turn the historic space into a distinctive brand, rather than another coworking offer.
The same character guides the name, tagline, tone of voice, identity, interior experience and communication.
Editorial note: the contemporary brand-archetype framework is a later strategic application inspired by Jung’s analytical psychology; it is not a fixed twelve-type brand system published by Jung himself.
The name "Stables" directly ties the historic Austro-Hungarian past to the contemporary concepts of professional discipline, steady performance, unyielding care, and deep architectural respect.
We extracted shapes from structural ironwork and the natural warm tones of aged oak and masonry. The outcome is a distinctive graphic language, including custom brand marks and a full-scale corporate brand manual.
Designed and built a high-performance web platform utilizing clean typography, elegant transitions, and a streamlined leads pipeline that connects premium inquiries with corporate sales teams.
Rather than standard sterile office design, the brand leverages centuries of imperial grit. By creating a physical and digital brand manual that treats architecture as the hero element, Stables succeeded in securing anchor enterprise tenants months before official launch. The identity sets a new standard for historic renovations throughout Transylvania's thriving digital core.
