Cre8tiv Juice Group’s Strategic Evolution of the Clevelander Brand

Being a South Beach icon like the Clevelander can take its toll. Like the property itself, the brand needed a nip, tuck and face lift to stay fresh and current with its consumer base.

This is where Cre8tiv Juice Group was brought in. The team sought to evolve the Clevelander’s brand perception when the property went through a major renovation. The challenge was to retain and expand the current customer base by positioning the same spirit of genuine, sexy fun. In order to accomplish this, Cre8tiv Juice Group analyzed the brand’s core consumer and devised a plan to engage them within the new environment that the Clevelander would be operating. They then went to work in designing a brand that, above all, stayed true to itself while providing an evolved and enhanced experience to its consumers.

“When revitalizing a brand, it’s extremely important to know what to keep and what to lose,” said Kevin Kelsick, partner of Cre8tiv Juice Group. “A brand’s personality and authenticity are key attributes to its success.”

Focusing on the attributes and addressing the challenges led Cre8tiv Juice Group to take a holistic approach to each of the Clevelander’s consumers touch points. This brand evolution is evident in the colors, textures and elements of the interior design and visual experience. Additional layers were incorporated through the branded venues within the property, which offer individual aspects of the cohesive Clevelander experience. Every component of the property from the durability of the fixtures to the greeting at the front door has been tended to.

“Designing a brand is not just creating a logo or picking a color palette,” said Mauricio Giammattei, partner of Cre8tiv Juice Group. “A brand is the emotional connection between a mark and a consumer.”

By recognizing the brand’s need to change with its environment and to communicate effectively with its ever-growing group of loyal patrons, the Clevelander can once again take its place as the center of it all on South Beach.


Imagery Copright BRIO Investment Group/Clevelander Hotel - Photography by Paul Stoppi - Art Direction by Cre8tiv Juice Group. Special thanks to Zyscovich Architects for interior design, STA Architecture for architecture/interior design, Shakman Hospitality and the BRIO investment team.

Miami-Based Agency Wins Awards from American Institute of Graphic Arts

MIAMI BEACH, Florida, May 8, 2008 – Cre8tiv Juice Group is now a gold and two-time silver-award winner at the American Institute of Graphic Arts Miami Xposed 2008 show.

The biennial contest, which showcases the best graphic design work within a diverse range of practices and media, will be held May 15 at the Freedom Tower in downtown Miami.

“When you put love into your work, it manifests itself in great ways,” said Mauricio Giammettei and Kevin Kelsick, co-partners of Cre8tiv Juice Group. “We are very pleased to be selected for these awards.”

The group, based in Miami Beach, won gold for its work with the Clevelander by creating an “enviroscape,” which turned the entire five-story hotel into a giant drink. “Big Drink Island,” as it was called, brought attention to the open area of the property and generated substantial daily sales during a construction period.



Cre8tiv Juice Group also won two silver awards. One was awarded for the design of a capital campaign brochure that was an integral part of a donor communications program in the creation of a new facility for Young at Art Children’s Museum in Broward County. The second silver was awarded for an advertising campaign for Ocanos, a Florida Keys condo resort. The campaign consisted of print ads, a direct mail piece and collateral. The unusual direct mail piece was an actual message in a bottle complete with golden doubloon.

Cre8tiv Juice Group executes creative and strategic branding programs that define and substantiate clients’ positions in the marketplace. Cre8tiv Juice Group has been facilitating this process of brand strategy, design, advertising and communication for its clients with substantial success since 1996.

To view these and other samples of the group’s branding ingenuity, visit www.cre8tivjuice.com.