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.