2011 REBRAND 100 > merit |
Country Base: Puerto Rico - USA
Industry/Sector: Retail Stores, Property Development, Special Events
Below: Before and After Images in Slide Show, Summary, Credits
A quinceañera is a coming-of-age party for girls turning fifteen in the Latin culture. These extravagant parties rival weddings in format and expenditures. Quince Isla is a sub-brand of Centros Isla, a network of shopping centers in Puerto Rico, that holds a contest every year in which three 15-year old girls win a free quinceañera party.
Redesign the Quince Isla brand to build additional awareness of the program among Puerto Rican teenage girls and their mothers. Build long-term loyalty by holding an ongoing conversation with this audience after enrollment in the contest focusing on their interests in friends, shopping and fashion.
Cohn Marketing created a more trendy and relatable brand to teenagers by introducing a brighter, flirtatious and high-impact color palette. Whimsical doodle drawings were added to the logo, typefaces and party icons, such as dresses, disco balls and stars. The resulting design, similar to the feel of a girl’s diary, increased popularity and is unlike anything currently in the market. QuinceIsla.com was redesigned to better target the quinceañera market and support gift card sales. A Facebook page was added as an outlet for girls to share trends, tips and their favorite things.
Contest entries increased from 70 in 2009 to 605 in 2010, over 864%. Visits to the website increased 18% and the Facebook page, which was added for 2010, currently has 509 fans. Consumer awareness grew with 5 million+ in media impressions and $36,000+ in advertising value, including editorial credibility.
Client: Centros Isla - Owned and Operated by Developers Diversified Realty - www.ddr.com
Senior Executive Vice President of Property Management: John Kokinchak
Vice President of Marketing and Corporate Communications:Scott Schroeder
Regional Vice President of Shopping Center Marketing: Dawn Lecklikner
Senior Director of Marketing: Martha Hermilla
Brand Strategists/Designers: Cohn Marketing - www.cohnmarketing.com
CEO and Chief Brand Strategist : Jeff Cohn
Creative Vice President : Staci Amend
Senior Art Director: Teri Springer
Interactive Art Director: Jesse Pixler
Senior Layout Artist: Stacy Howard
Senior Account Director & Strategist: Kari Coughlon