B Squared Broke the Mold on Corporate Event Solutions

B Squared produced this job for the New York Knicks. | Credit: B Squared

In a 10,000-sqft space on the seventh floor of a New York City building, B Squared offers a full suite of branding and corporate event solutions. The company outfits corporate events and gifting programs with everything from event graphics and marketing collateral to promotional products, custom packaging, graphic design, fulfillment, and mailing.

This full-service approach not only creates a seamless experience for its clients — which spans financial institutions, pharmaceutical companies, and big media firms — but also makes B Squared indispensable, according to Jeff Smith, director of business development.

“If we can just add more brainpower to their team, we really find that ends up being a real value-add,” he says.

As customer demands changed, B Squared changed with them — expanding beyond digital printing not to sell more products, but to solve more of its clients’ challenges. That includes promotional products decoration and a wider range of branding services.

“We started 30 years ago as a regular printer — doing 35mm slides, overhead film, not really doing a lot of printing,” Tim Boucher, owner, shares. “Over time, we evolved into a digital printer, a large-format printer, and then we just kept evolving to our clients’ demands and seeing that they needed other things like promo decorating, so we evolved into promo decorating three years ago, but our strong roots in printing is what people keep coming back for, because we tie everything in … Our core business is still print, but we sprinkle in a lot of the decorating and the fulfillment and the packaging along with that, so it’s really a one-stop shop.”

Today, B Squared isn’t simply selling print or promotional products decoration. Smith says clients are investing in expertise and a partner capable of solving problems. As a one-stop solution for clients, Smith says they’re buying peace of mind. Knowing what its clients are looking for has remained a throughline for the business, and has really guided its evolution.

Keeping Up With Client Needs

B Squared’s evolution into a full-service branding partner has been a game changer, and it took one simple habit: listening. Every new capability began the same way with a customer asking for something B Squared couldn’t yet provide. Rather than send the work elsewhere, the company found a way to bring it in-house.

In conversations with chief marketing officers, Boucher would listen to their ideas, take them back to his team, and figure out how to fill the need.

“We talk about it,” he says. “We’d say, ‘Hey, can we do this? What’s it going to cost us to do this? We have space; we have the talent of employees. Let’s try it.’”

That solutions mindset has positioned B Squared as a company willing to say yes to unique, out-of-the-box ideas. That mindset, combined with an opportunistic business approach, led Boucher to acquire staff and equipment that expanded the company’s capabilities. Today, the company’s growth can be seen in how often one small request grows into a long-term client relationship.

“Now, if you want that one Yeti coffee cup, or you want one quarter-zip for a CEO that’s going to go on Good Morning America in 90 minutes, you can get it,” Smith says. “I mean, that’s a real example. ... I think of that client from year one or two that we’ve worked with ... we were doing their pitch books, and then we were printing their name badges for their event, and then all of a sudden, the name badges and the pitch books turned into venue branding. Now we’re doing adhesive vinyl for the venue, and then it turned into retractable stands and stage backdrops, and then it really turned into the promo piece. Following the event — from just providing the decorated promo for that event — now they need a solution for their holiday gifting, and they need a solution when they do their summer team outings, and if the team is doing a 5K, they might need T-shirts. So, in a good way, it’s Pandora’s box. Now, all of a sudden, they’re not going anywhere else but to us, and we’re able to help them.”

What In-House Production Allows

Offering a wide range of services is only part of the equation. B Squared also prides itself on keeping production in-house whenever possible — no brokers or subcontractors. Why? That control allows the company to respond faster, maintain quality, and solve problems its competitors can’t.

B Squared offers design and graphics support for corporate events, alongside complementary services. | Credit: B Squared

“We really believe that the future of this industry is for companies that are able to integrate all of the things that we’ve talked about,” Smith says. “It’s the print, the events, the venue branding, the design — which is important to be able to have that in-house — the promo decorating, the evolution of promo decorating, and then, of course, the on-site experiential side, the activations, and being able to bring that experience.”

For B Squared, it isn’t uncommon for someone to call with a simple fulfillment project that turns into a full suite of services from event graphics and branding to custom packaging, promotional products, and mailing.

“We’re not order takers,” Boucher notes. “We don’t just give them what they’re asking for. We give them a solution with five other things, and say, ‘Hey, this is what you asked for, but is that really what you’re asking for?’ Because there’s so many better options out there, and it’s not that it costs more money. It might even cost less money, but we want to make sure that they have the product that best suits their needs.”

“We truly bring an experience,” he continues. “The buck stops with us; it ends with us. If there’s a mistake, it comes back to us. ... We offer 100% satisfaction guaranteed on anything and everything that we do, and we’ve had to offer that to people twice in 30 years.”

Boucher says that track record is only possible because of the company’s in-house approach.

“We’re nimble enough that we don’t have the bureaucracy,” he adds.

One production manager knows the details of every job in the shop. The prepress operators know how to run presses, laser engrave, and hot stamp if they need to jump in anywhere. The cross-training of employees helps B Squared stay agile, which Boucher says has been the business’ key to success — allowing it to handle fast changes and rush jobs without blowing up its production schedule.

Being a No-Minimum Business

No minimums and quick turnaround times are a compelling promise for marketers working against tight deadlines, and it’s what B Squared promotes on its website. Customers increasingly expect orders faster and continue to find new ways to stand out, and Smith says those are part of B Squared’s core differentiators.

“You need one name badge, we’re going to print one name badge and get it to you,” Smith says. “Naturally, we have dollar amount order minimum, but it’s not egregious, and we do not believe that if you’re in need of an item — a promo item or a printed item — that you need to order 1,000 of them if you only need five. From an ethical standpoint, we don’t believe that should be. If we’re looking to obtain an item, and then we’re faced with minimums, naturally we’ll try to figure that out with our client, or with whomever we’re purchasing that blank item from, and oftentimes we have great success there. ... It really comes down to being flexible and agile.”

But are those one-off items worth the time and effort? Boucher points out that a single order rarely stops there: “You never know what that one Yeti is going to turn into.”

Operating 24 hours a day, five days a week, the company can say yes to orders others can’t, and in a city that never sleeps, that only solidifies those partnerships.

What’s Next for B Squared

Looking ahead, B Squared has plans to expand its capabilities by summer’s end.

“The onsite decorating is part of our next [venture],” Boucher shares. “We started in 2026; we’ve done a couple onsite activations. It’s a huge industry. We just have to figure out the price structure for it, and where it fits in with pricing. But I’d say we get a call three times a week for onsite decorating.”

While promotional products, event activations, and branded experiences continue to fuel B Squared’s growth, Boucher is quick to point out that print remains at the center of it all.

“When you’re doing these big events, they still need print,” he says. “They still need books. They still need flyers. They still need name badges.”

After 30 years in business, B Squared may look very different than it once did. But the company continues to build an expanding portfolio of services around print — proving that for today’s customers, print is often just the starting point for a much larger partnership.