Case Study: Club Estrellas

Client Profile

Date: 2012
Reach: Mexico
Focus: Mexican Nationals

Challenge

LaCantera / NorthStar Mall here in San Antonio started a program called Club Estrellas. It is a program focused at the Mexican Nationals who come here to shop each year. When they sign up they get deals and specials from the top stores and hotels in the area. They called us to revamp their entire identity for the web and print. The other challenge was to link together 3 more cities and to make sure they all feel like they belong to the same program.

Solution

The first thing we did as revamp the logo. We kept it elegant and simple with the “star” and adding the city underneath it. The font speaks fashion and class. Knowing the audience made it easy to for us to decide to use elegant young models throughout the identity system.



The site they had did not work for todays standards. The website had a small frame and included Flash elements that were being ignored on mobile devices. We decided to open up the canvas a bit and give a subtle rotation of fashion models and products on every page of the site. The images used would not only professional shot pics. No more low quality images. Each city would share the same framework of the site but would be populated with images from that city’s malls and hotels. The landing page would showcase each city giving the user a chance to pick a destination and also giving them awareness of other places where they can take advantage of the program.

Results

We successfully merged 3 new cities into the Club Estrellas program and gave them a new fashion forward identity system. Club Estrellas now has a consistent design voice that translates from the web all the way to the gift cards and envelopes they get with specials and coupons. Take a look at the entire system.