Press Releases
Summer 2009 /
Shook Kelley is Recognized Among the 2009 ReBrand 100 Global Award Winners
The Historic South End District, Charlotte, NC was named one of the world's most effective rebrands in the fifth annual ReBrand 100® Global Awards. ReBrand 100 is the highest recognition for brand rebuilding and redesign in the business arena, and is the only global, juried program of its kind. Shook Kelley was instrumental in the rebranding of a former industrial area adjacent to Charlotte's Center City into a district known as Historic South End. Shook Kelley's efforts as brand author began in 1993, with the co-naming of the district and the development of the icon. Building upon these initial efforts, the firm served as both instigator for and lead designer within a highly public charette for the Charlotte Trolley corridor, a two-mile vintage trolley line linking the South End to the Center City. Principals in the firm served as Presidents of the district's two key non-profits-Historic South End Development Corporation, Inc. and Charlotte Trolley, Inc., each pushing through initiatives crucial to development. Today, the area has blossomed along the now Trolley/light rail line, with over $600 Million in development within a dynamic, urban community that offers a diversity of options for living, working and entertaining.
"With the value of branding no longer a secret, the world becoming borderless, and the rate of information travel unbounded, assessing brand distinction and leadership is no easy task. The range of excellence in this year's global pool was inspiring, and demonstrated the value of effective rebrands and the global commitment evident in solutions." said Thebe Ikalafeng, CEO of South Africa-based Brand Leadership Group and 2009 ReBrand 100 juror.
To select winners, jurors reviewed the work which was required to transcend cosmetic changes. In addition to specific review guidelines they followed, strong consideration was given to executed strategy that made an emotional connection, met the stated objectives and needs of the identified target market. In true democratic fashion, a one-person entity had as much opportunity to be selected as did global organizations, since jurors were unaware of the brand strategist's name and size when reviewing the projects.
Over 40 industries and 21 countries are represented among the 2009 winners. Some of the world's best known branding consultants such as Interbrand, The Brand Union, DDB Canada, and more competed, as did in-house teams, small agencies, and representatives of multinational corporations. The jury panel, new each year, consists of a multidisciplinary mix of prominent, international, industry experts. The 2009 panel of 10 included CEO for InterbrandHealth Jane Parker, Burt Helm of BusinessWeek, and Creative Director of Australia-based Principals, Simon Wright.
Unique among other awards, "before" and "after" scenarios of each brand transformation are reviewed with details of the accompanying write-up on the approach. The rebrand could have been an enterprise-wide effort, a change in a single brand component, or a brand extension. Winning rebrands are showcased for inspiration and learning at www.rebrand.com.
About ReBrand™ and the ReBrand 100® Global Awards:
ReBrand is the global, online resource for case studies on the most effective brand transformations: the repositioning, revitalizing, and redesign of existing brand assets to meet strategic goals. Featured in such media as The Wall Street Journal, CNN Money, BusinessWeek, and Yahoo! Finance, ReBrand's leading program, the annual ReBrand 100® Global Awards, has entry deadlines in late September of each year.
See related page on ReBrand website
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