Retina, the 2020 ANA B2B Agency of the Year and The Drum’s 2020 Martech Agency of the Year, has developed the brand identity, marketing strategy and launch campaign for the just-announced SUCCESS® Space™, a new retail-based cowork business from SUCCESS Enterprises, publisher of SUCCESS magazine. The agency continues to support the brand’s franchise and consumer marketing, as the first location is planned for Orlando and is expected to open in the fall of 2021.
“The fresh, personal, dynamic brand Retina has developed reflects the passion and spirit of SUCCESS and our audiences,” said Ted Laatz, COO of SUCCESS Enterprises and President of SUCCESS Franchising. “Our goal is to create an environment for individuals to work – both individually and collaboratively – and to grow, so that they can realize their full potential. Our brand identity and this campaign will help us achieve that mission and power the rapid growth of our franchise business.”
Michael Ruby, Retina’s Chief Creative Officer, added, “SUCCESS is one of the most revered and important brands in American business, being the leading voice in personal and professional development for nearly one-hundred and twenty-five years. We’re proud to be SUCCESS’ partner in extending their multi-platform media brand to a live, physical experience that will inspire people, enable their work, and give them access to professional coaching and advanced technology they wouldn’t otherwise have access to.”
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SUCCESS Space combines the convenience and cost-effective benefits of shared office space, the efficiencies of virtual 3D technology, and the power of personal and professional development from SUCCESS Enterprises. Retina’s brand design applies a handwritten script and adds bold colors to the established SUCCESS brand, creating an identity that conveys the value of “Cafe + Cowork + Coaching” and literally lifts the inspiring words of SUCCESS magazine off the page, bringing them into the physical world to empower SUCCESS Space visitors.
While spearheading the brand and marketing development, Retina worked alongside SUCCESS’ partners in the architecture and design, hospitality, coworking and franchise industries to manifest the SUCCESS Space brand, including industry leaders like Gensler Architects, Franchise Well, OpenWork Agency, and BNA Restaurant Advisors.
In addition, Retina has developed the SUCCESS franchise website and marketing collateral, and digital marketing to support the launch. The agency will continue to support franchise expansion with digital marketing, as well as an integrated consumer advertising launch in the months ahead.
“We look forward to growing this innovative brand extension for SUCCESS, and driving demand as franchises expand nationwide,” commented Lynn Kozak, Managing Partner at Retina. “The pandemic has changed the nature of work – how, where and when it’s done. In the new work-from-anywhere economy, SUCCESS Space is the ideal space for people who want the flexibility and the support to succeed on their own terms. And we’re delighted to help bring this new brand to market.”
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