Content Editorial
Jose Portals About Creative Who we are?
Jose Portals
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AUGMENTED & VIRTUAL REALITY Other Passion in our house
Creative Powerhouse CEO
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Our 360 Experience
CLIENTS
SUPREME INTERNATIONAL
Creating a Supreme brand for a Supreme company requires a Supreme agency!
BURGER FI
An all new burger joint was coming to town
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MUU. The healthiest beef in town.
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PROSPERA
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OUR PRESENCE Arround the World
Credits
mindset that I founded Creative Powerhouse. All these years later, I truly believe that following my passion and keeping that spark alive are the secrets that have made Creative Powerhouse the success it is today.
Editor José Portals
In the time I’ve spent in the industry, I’ve had the opportunity to work with everyone from established Fortune 500 companies to brand new entrepreneurs with just an idea and a dream. The one thing they all had in common was a story. A story unique to them, their dreams, and their business. It’s through those stories that I can see in my clients the spark I saw in myself. By harnessing those stories, and adding a bit of my own creative flair, we can fan that spark and help it grow.
Copywriter Andy Haynes Design & Lyout Luisa López Cover Design Juan Luis Ramos
EDITOR José Portals
CEO, CREATIVE/ BRAND STRATEGIST
In this magazine you’ll discover a bit more about what drives Creative Powerhouse through our process, our goals, and our results. And when you’re ready give us a call. We want to hear your story and find out how we can tell it, together
What’s your story? It’s one of the first questions I ask my clients because it gets to the heart of who they are. Not what they think they do best or where they want their business to go, those questions come later. The first thing I want to know is who they are. And why they do what they do. When I started Creative Powerhouse over twenty five years ago I asked myself that same question. My story is not so different from many entrepreneurs. I was already doing quite well working for other companies in the advertising industry but I felt a spark within me. A spark that told me to follow my passion and do what brought me the greatest amount of joy. For me, I found my greatest joy came from bringing together talented people from all walks of life and setting them on one goal: telling stories. It’s with this Creative Powerhouse 4
José Portals
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WE COMBINE DIGITAL CRAFTMANSHIP WITH CREATIVE IDEAS At Creative Powerhouse, you’ll find a group Creative Powerhouse showcases the best in of specialized and highly trained creative cross cultural advertising, including tailor-crafted professionals who strive to deliver excellent creative commercials and video. quality in every project. Creative Powerhouse’s award-winning advertising Begin with a strong creative driven organization that has been recognized worldwide, having specialized in advertising. Add high level, detail produced commercial campaigns for highly oriented productions with the targeted social respected national and international clients. and mobile media campaigns. Gently mix in a Our work has been the recipient of awards in comfortable, inspiring atmosphere and customized prestigious festivals such as Cannes, New York creativity. Stir in a healthy dose of humor… and Film Fest, Cuspide, and many more. voilá! You have Creative Powerhouse, Inc. Creative Powerhouse 6
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At Creative Powerhouse, you’ll find a group of specialized and highly trained creative professionals who strive to deliver excellent quality in every project they embark.
BUILDING BRANDS SINCE 1993 Creative Powerhouse’s core philosophy revolves around ensuring every single detail of the creative process is well thought out and seamlessly executed. From conception to delivery, the final product should always be impeccable. Creative Powerhouse offers a range of creative strategies as well as interactive tools and services to help companies engage with their customers. We aim to help your business make the biggest impact possible through powerful yet cost effective marketing.
Strategy The key to creating great brands, products and The key to creating great brands, products, and experiences comes by developing an understanding of our clients as well as their customer’s needs. Our 360 Experience system combines the latest technologies with technical know-how and strategic understanding. The crucial stages of concept development, research and planning are at the heart of any successful project. We take great care in ensuring all the necessary steps are taken to produce stellar results every time. Problem solvers Problem solving isn’t always about sitting in a board room talking about the way things should be done. We have an extensive experience on the production side of things which allows us to adapt quickly while in the field. Our unique skills & experience allow us to come up with creative solutions that synergize form and function while maintaining the highest levels of aesthetic standard. Why choose to work with us Combining our years of traditional advertising experience with our production and digital expertise, we utilize proprietary media tools that allow us to accurately interpret our clients’ objectives. We then develop an informed strategy that will maximize the value of their business presence across the board as well as in more specialized markets such as among the Hispanic community.
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Jose Portals CEO, CREATIVE/ BRAND STRATEGIST
Jose is an accomplished advertising professional with over 20 years of experience in all phases of broadcast media, advertising production, and electronic marketing. Over the years, Jose has developed an extensive knowledge of strategic planning, interactive marketing, and creative development. This experience combined with his innovative and enthusiastic personality has produced a highly effective brand of forward-thinking leadership that is uniquely Jose. Jose possess outstanding communication and presentation abilities which he utilizes to effectively market both tangible and intangible products and services. Focused on achieving continuous, improved business performance, Jose constantly seeks new ways to leverage his expertise to produce results in areas ranging from business administration, production management, training and staff supervision. Recognized by clients and colleagues as a consummate professional with a high degree of personal integrity, Jose is known for his contagious passion for excellence, his talent for resourceful business solutions, and his capacity for motivational leadership.
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OUR 360° EXPERIENCE Highly effective branding is not a complicated concept. The secret is in fully understanding a client’s story and unlocking its potential by successfully communicating that story to their intended clientele. This can be more difficult than it sounds. A good branding agency will strive to make that happen as best they can. A great branding agency has a tried and true method to make that happen every time! Creative Powerhouse utilizes their unique 360 experience system to provide service that goes full circle, centered around their client’s needs and unique story, to create a personalized and compelling final product. Executing this system to perfection with professionalism and compassion is a hallmark of the boutique experience that Creative Powerhouse is known for. The 360 experience can be ual client. It’s only after seeing a broken down into six stages. client from all perspectives (owners, employees, customers, and LISTEN AND OBSERVE It all starts by learning about competition) that understanding a client’s specific situation. can begin. Through face to face meetings, brand analysis, business visits, UNDERSTAND and in-depth research, Creative Onceallthedatahasbeencollected, Powerhouse develops a com- the Creative Powerhouse branding prehensive view of each individCreative Powerhouse 10
experts begin breaking down their client’s specific situation, needs, and ways forward. This involves analyzing not only where the client currently stands but also their future goals through the lenses of current market trends and proven methods.
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the most effective ways. Utilizing a team of talented professionals, the individual pieces of the campaign (websites, commercials, advertising, etc) are meticulously crafted until every detail is perfect. ENGAGE Creating and building an effective campaign is not enough though, if the right people never see it. Creative Powerhouse doesn’t leave this to chance and instead engages through their own social media networks and in cooperation with appropriate influencers. This not only gets the message to a large number of people but to the specific kinds of people most likely to become customers. MEASURE Even after the campaign is purposefully created and strategically spread, it can be difficult to predict exactly how well it will do. To this end, results are constantly monitored through analytics to ensure that a campaign remains as effective as possible for as long as possible. By following closely the number of views, shares, click-throughs, conversions, and more, Creative Powerhouse can ensure that time and money are spent CREATE the right customers in the right effectively to create the biggest After developing a holistic view ways to raise awareness and impact. of their clients and filtering it desire. through their branding expertise, Of course, the 360 Experience Creative Powerhouse begins BUILD doesn’t end with just one successful creating a customized action With the plan set, Creative Pow- campaign. When a client is ready plan to effectively and efficiently erhouse can begin the process to take the next step, Creative produce results. This involves of building each part of the cam- Powerhouse is ready to start all crafting a budget friendly and paign and implementing them in over again! tailor-made strategy to target Creative Powerhouse 11
Creating a Supreme brand for a Supreme company requires a Supreme agency! Jose. “They needed an updated look to reflect their professionalism, and they needed it fast!” Working quickly, Creative Powerhouse developed a full top to bottom brand refresh for Supreme. The team of designers and branding experts created a new sleek and professional logo and style that could be incorporated into a full array a newly branded materials including business cards, brochures, mailers and more. But refreshing the look and feel was just step one. Supreme was so blown away by the quality of their updated brand Imagine you have a great idea for a quality they wanted to get the word out, and they knew product or service. Naturally, you’ll spend your just who to call. time and energy concentrating on providing the best value for your customers. But what do you Creative Powerhouse began the job of producing do when you can’t quite reach that next level of a full video package for Supreme International. business even though all of your customers are This included product highlights, company leaving satisfied? This is exactly the situation that presentations and an all new advertising campaign Supreme International USA found itself in before complete with a TV ready commercial. “I’m very they called Creative Powerhouse for help. proud of the commercial we came up with for Supreme,” said Jose. “It shows the high quality “Some clients are harder than others if they aren’t service and products Supreme is known for with a producing quality,” said Jose Portals, CEO of clever twist. I won’t spoil it for you, but it definitely Creative Powerhouse. “But Supreme was already got people talking and sharing.” By creating a offering good products at good prices, they just commercial that included humor and surprise, couldn’t get customers through the door. We Creative Powerhouse was able to increase started with a complete brand analysis to figure engagement among customers, inspiring them to out where their difficulties were coming from.” engage and share the commercial with all their Through the course of their investigation, Creative friends virally. Powerhouse discovered the solution. “While they were producing high quality service, Supreme had not positioned themselves that way,” explained Creative Powerhouse 12
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And the results, in this case, truly speak for themselves. With the increased visibility from the successful rebranding and advertising campaign, Supreme International USA has found their business and revenue skyrocketing. They recently moved into a brand new location with over 12,000 ft. of space, just so they could continue accommodating the demand from their new substantially larger customer base. To see the commercials and video presentations Creative Powerhouse developed for Supreme International, visit them on the web at www.CPHMedia.com. Creative Powerhouse 13
An all new burger joint was coming to town and they needed some assistance getting the word out. They found that assistance in a galaxy far, far away. With a little help from Creative Powerhouse, of course.
handout offered information about the new Star Wars film and where patrons could see it. The other side featured information on Burger Fi with effective marketing copy and visuals. These fliers were handed out at both the theater and Burger Fi restaurant allowing both businesses to benefit from the other’s clientele. Burger Fi is a nationally known brand that was opening a new franchise in East Orlando. They needed some new ideas to get the word out about who they were and what they were about. Burger Fi contracted Creative Powerhouse to introduce them to the neighborhood and help them get their new location off to a great start. Creative Powerhouse used their years of advertising experience, not to mention their extensive knowledge of the local market, to come up with a bold new strategy that was truly out of this world. With the premier of the all new Star Wars: The Force Awakens movie happening right around the same time as Burger Fi’s opening, Creative Powerhouse saw an opportunity. “Sometimes you have to think outside of the box to discover unique synergies,” explained Jose Portals, CEO of Creative Powerhouse. “It’s about finding where else your target market frequents and bringing the advertising to them.”
The campaign was a huge success! The resulting exposure led to over 30,000 new sales for Burger Fi, and welcomed the new franchise to the neighborhood with a huge (and hungry) readymade customer base.
Creative Powerhouse developed a synergistic advertising campaign between a local theater and the all new Burger Fi location involving carefully designed handouts. One side of the Creative Powerhouse 14
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More for Burgerfi: FROM THE FARM. NOT THE LAB CAMPAING With Burger Fi, Creative Powerhouse also helped develop the campaign, “From the Farm. Not the lab.” Using multimarket approaches, this informational campaign raised brand awareness and value by integrating enticing images with a message of sustainability and all natural health. Not only did this campaign entice customers with the appetizing visuals, it helped inform them of value adding propositions they might not otherwise discover.
SAN VALENTINES As experts in the Spanish markets as well as crosscultural promotions, Creative Powerhouse developed a campaign targeted specifically to Latinos. Using targeted coupons and promotions, Burger Fi was able to reach a whole new demographic bringing in new customers and raising overall brand awareness.
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FROM THE FARM. NOT THE LAB. OUR NATURAL ANGUS BEEF IS NEVER FROZEN. FREE OF HORMONES, STEROIDS AND ANTIBIOTICS. FREE OF THE THINGS THAT SHOULDN’T BE THERE IN THE FIRST PLACE.
When you have an unhealthy obsession with healthy beef, you need a Grade-A company to help tell your story. Muu Beef, based out of Puerto Rico, is a company that cares about one thing: producing and selling the highest quality beef. They realized that by treating cattle better, through higher quality feed as well as care and maintenance, the beef that was produced would both taste better and be better for you. But, with this higher quality came an increased cost for production, and in turn, an increased cost to the consumer. Muu knew that they had a high-quality product sold at a fair price but they needed to inform their potential customers. That’s when they called Creative Powerhouse.
Por Amor a la Carne.” Literally translated to “For love of the meat,” “Por Amor a la Carne” perfectly summed up the care and effort Muu Beef put into their animals. “Por Amor a la Carne” became the branding campaign’s single-minded purpose. A single-minded purpose is the main overarching theme or idea which informs every element of a business’s brand. Using the single-minded purpose, Muu Beef could relate everything back to this idea, creating consistency across all platforms and increasing brand recognition
As branding experts, the team at Creative Powerhouse understood that Muu was not going to be able to compete with their competitors on price, so instead they needed to compete on value. With an appropriate campaign, Muu could show consumers that their much higher quality product was a worthwhile alternative to their cheaper competitors. With their goal firmly set, it was now up to Creative Powerhouse to determine how best to communicate that message. “It became clear that Muu Beef took care of their cows better than anyone.” Explained Jose Portals, CEO of Creative Powerhouse. “Better than even some people might take care of their romantic partners. And that’s when the idea came to us. Creative Powerhouse 16
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Projects for Muu Beef: With their single-minded purpose settled upon, Muu Beef was ready to hit the ground running with a comprehensive branding and marketing package. Fortunately, Creative Powerhouse was up to the challenge. Muu Beef would need to be recreated from the ground up. This meant a new logo, color palette, slogan, style guidelines and more. Through interviews and research, Creative Powerhouse gained a working knowledge of Muu Beer, their competitors, and their desired markets. Then, combining this information with their vast knowledge of branding strategies and best practices, they used the single-minded purpose, “Por Amor a la Carne,” to guide their design choices as they began to create Muu’s branding assets. These assets would be used across all marketing material, from business cards and stationary to print, internet and television commercials. “Having a purposeful logo and color palette is essential to a powerful brand,” said Jose. “It’s not just about what your marketing materials say, it’s about how they look, and how they make people feel.” SOME VIDEOS ON THE WEB SITE:
Now needing to get their updated brand out to their target audiences in the most effective way possible, Muu Beef needed a comprehensive advertising campaign. Having experience in both Spanish and English markets, Creative Powerhouse created an effective advertising strategy that could achieve a cross-culture impact while maintaining elevated levels of engagement and success in its native Spanish language. Creative Powerhouse 17
Packaging: One of the more unique parts of the Muu Beef branding campaign came in creating the design and style of Muu’s product packaging. Instead of trying to overdesign the package and cover it with pictures, Creative Powerhouse opted for a minimalist design.
Carne Verdaderamente Fresca Bajo en grasa Sin Hormonas Añadidas Libre de Antibióticos Alto en Hierro, Zinc y Vitamina B12
Carne Verdaderamente Fresca de Puerto Rico de Animales en Pastoreo
100% TRACEABILITY P.R.
Using classic and sleek font choices along with the new branded logo and color palette, the Muu Beef packages are large enough to contain all the necessary (and government regulated) information without appearing cluttered. The result is a simple design that allows the gorgeous color and texture of the meat to speak for itself. STYLE GUIDE: CORPORATE DESIGN MANUAL
The corporate design manual is an essential part of a comprehensive rebranding package. Within the pages of the manual, readers can find complete style guidelines based on the based on the designs created by the branding professionals. In the case of Muu Beef, this included color palettes, logo designs, packaging descriptions, appropriate vocabulary, and more. By following the design manual, Muu Beef can ensure that any future updates can stylistically adhere to their newly enhanced branding.
INFOGRAPHIC: The infographic is a simple but effective way to communicate information visually that is not only educational and entertaining but also easily shareable. For Muu Beef, Creative Powerhouse created an infographic that directly compared their “grass fed” cows with their competitor’s “grain fed” alternatives. This infographic informs the readers of the advantages of “grass fed” beef as well as directly connects that increased value with Muu Beef. The result is an effective tool that increases both visibility and value in one sharable package. Creative Powerhouse 18
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ROMANTIC DINING: Icideritia alis eosam que assedi dolor as rem aceriatur? Quis dolecab orenimo lorepe porrum, quideleseque conseri tibearum dellia cum entotae vid unt a nisquidest, simene nos molo omnitassunt magnatisit eatatia spidunto omnimus et min ped mod ut ium iusdaecta am haruptaquam iunt eaqui comnimpedio. Bitas que omnim disitatibus. Icideritia alis eosam que assedi dolor as rem aceriatur? Quis dolecab orenimo lorepe porrum, quideleseque conseri tibearum dellia.
Commercials:
Icideritia alis eosam que assedi dolor as rem aceriatur? Quis dolecab orenimo lorepe porrum, quideleseque conseri tibearum dellia cum entotae vid unt a nisquidest, simene nos molo omnitassunt magnatisit eatatia spidunto omnimus et min ped mod ut ium iusdaecta am haruptaquam iunt eaqui comnimpedio. Bitas que omnim disitatibus. ENGAGEMENT PRUPOUSE: as rem aceriatur? Quis dolecab orenimo lorepe porrum, quideleseque conseri tibearum dellia cum entotae vid unt a nisquidest, simene nos molo omnitassunt magnatisit eatatia spidunto omnimus et min ped mod ut ium iusdaecta am haruptaquam iunt eaqui comnimpedio. Bitas que omnim disitatibus. Icideritia alis eosam que assedi dolor as rem aceriatur? Quis dolecab orenimo lorepe porrum, quideleseque conseri tibearum dellia cum entotae vid unt a nisquidest. Creative Powerhouse 19
Print Advertising: MUU BED ADVERTISING: For Muu Beef’s print campaign, Creative Powerhouse went with a pair of advertisements that could relate back to the single-minded purpose while also appealing primarily to either men or women. “We know that often times men and women think about love very differently,” said Jose. “We wanted to make sure that we gave our client several different options depending on where they chose to advertise and who they wished to market to.” Both ads convey the ideas of love, romance, and beef established in the single-minded purpose while also utilizing the newly refreshed branding and style guidelines.
MUU RAINING ADVERTISING: The ads are also fully modular and customizable. This means that each individual element can be taken apart and used separately to conform to the needs of the medium the ad is going into. As well, if information needs to be updated before a future advertising campaign, that text can easily be swapped out with the most up to date. To see more examples of the Muu Beef branding package as well as to check out the commercials, please visit Creative Powerhouse on the web at: www.CPHmedia.com. Creative Powerhouse 20
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Agencies & brands we had worked with:
Icideritia alis eosam que assedi dolor as rem aceriatu. eaqui comnimpedio. Bitas. Creative Powerhouse 21
Creative Powerhouse partners with Prospera to help dreams come true! When a group of Hispanic business leaders first created Prospera (formerly the Hispanic Business Initiative fund) they had one simple mission: Give back to the Hispanic community that helped them get where they are today. As leaders in the Hispanic advertising markets, working with Prospera was a perfect fit for Creative Powerhouse. “Prospera is all about helping Hispanic entrepreneurs live their dreams of owning their own businesses,” explained Jose Portals. “As a Hispanic business owner myself, this is a cause that is very near to my heart and I just had to find a way to give back.” What started as a single project between Creative Powerhouse and Prospera has expanded into a multi-year partnership encompassing hundreds
of hours of collaboration. Beyond providing top quality video production for Prospera and its clients, Creative Powerhouse’s own Jose Portals has led seminars on behalf of Prospera, using his years of expertise to teach the finer points of branding and advertising. As a community minded company, Creative Powerhouse believes in going above and beyond to work with Prospera to help take Hispanic-led businesses to the next level! Each year, the partnership between the two organizations grows as Creative Powerhouse takes on more and more of Prospera’s video production needs. “Everytime we finish a project with Prospera, there’s always a new one to get started on!” Said Portals. “I can’t wait to see what’s next!”
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Projects: HBIF SUCCESS STORIES 2015, 2016 & 2017 Each year Prospera honors select businesses that they have helped achieve success. For the past three years, Creative Powerhouse has produced video packages of the honorees with interviews and on-location footage of their successful businesses. Rather than just dryly explaining what happened, Creative Powerhouse helps the entrepreneurs weave their stories in compelling and informative ways. These packages are presented annually at statewide luncheons attended by business, community, and political leaders from across the state. HBIF 25 ANNIVERSARY As The Hispanic Business Initiative Fund prepared to celebrate its 25th anniversary (and rebrand itself as Prospera) they wanted a special presentation to mark the occasion. Creative Powerhouse researched the history of the organization and traveled across Florida, interviewing HBIF’s founders in significant locations around the state. The final product was a compelling oral history of HBIF’s creation told by the actual people who made it happen.
TOUR LATINO The Tour Latino is a Latin themed cycling fundraiser benefiting Prospera. Creative Powerhouse worked with Prospera to document the event and create engaging video packages to be used in advertising and promotions. Creative Powerhouse utilized cameramen on the ground as well as a high flying drone to capture dynamic footage that combined together to create an exciting and fun record of the fundraiser.
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Augmented Reality With Augmented Reality (AR) real world objects can come to life with animation, links, and more. By utilizing a custom-made app, your customers can view the world in a whole new, computer enhanced way. Want to see how it works? Visit www.(Link Where they can Download the app).com and download our free demo app. Then just view this magazine through the app for a surprising and engaging experience you won’t soon forget! Creative Powerhouse 24
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Virtual Reality Virtual Reality (VR) technology has advanced rapidly in recent years and Creative Powerhouse has found unique and innovative ways to incorporate it. By combining professional videography with a state-of-the-art 360 camera, we can take your clients anywhere you want. Imagine watching a basketball game from courtside seats in your own house. Imagine riding a thrilling theme park ride without ever having to get off the couch. How about letting prospective students explore your college campus without having to make the trip? All that and more is possible with Virtual Reality.
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Already an international operation with offices in Puerto Rico and Orlando, Creative Powerhouse will soon be expanding across the southeast United States, opening offices in Miami and Atlanta with more to come. “With the growth we’ve been experiencing it’s the right time for this move,” said CEO Jose Portals. “As our client base expands we need to maintain a presence in these growing markets.” While maintaining a focus on their
patented boutique style service, Creative Powerhouse’s expansion will not only let it service more clients, but will also give it access to a greater variety of resources. “We’re very excited about what Atlanta and Miami will let us offer our clients,” continued Jose. “We’ll be able to tap into a wider pool of creative talent, filming locations, and more to enhance both our personalization and customizability.
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So, what’s next for Creative Powerhouse? Will we soon be seeing Creative Powerhouse branches all over the world? “Let’s not get ahead of ourselves,” Jose chuckled. “We’re always focused on growing our client’s businesses first. But, the way things are going, you never know what may happen.” One thing that is for certain though, Creative Powerhouse is definitely going places and we can’t wait to see where they end up.
WE GOT THE TOOLS, JUST TELL US WHAT YOU WANT!
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