Hermanas del Sol

After much research and deliberation, the marketable
name, “Hermanes del Sol” (Sisters of the Sun) was created
by Caler&Company. Roatan is one of three “sister islands”
in the Honduran Bay. The positioning statement – Roatan
Investor Community Holdings – forms the acronym RICH,
exactly what investors want to become. Three faces
represent the three sister islands and hair become waves.

Typographic standards were created to
enable the developers to shift focus into any
number of vertically integrated opportunities
including land development, real estate
services, island tourism and ecological
management. Regardless of business
start–up, each would build brand equity for
the holding company.

Client Background

Hermanas del Sol serves as a corporate holding company with interest in land development, real estate brokerage, community services, ecological services and leisure & travel on Roatan Island, located in the Bay of Honduras.

“A high return at low tide in an
undeveloped paradise” helped
pique the interest of investors
in this direct mailer.

“You Can in Roatan” became
the alliterated theme to attract
potential land owners to this –
always 80 degrees – island
paradise.

This direct mail helped create
awareness for insurance
services available under the
Caribbean sun.

The Challenge

With the recent heightened awareness of this hidden gem, more and more investors are looking for investment opportunities on Roatan and its sister islands, Guanaja and Utilia. The key investors required a marketable creative platform to attract and recruit other international investors before the window of opportunity for BIG money closed. They also sought to brand the new company of investors (this Holding Company) by providing a name, identity and position that relates it and all its subsidiaries with a cohesive message, theme and concept that has significance with Roatan. Speed to market was of the essence.

The Caler Team designed a cohesive system for literature regardless of the message or audience. These brochures target a variety of audiences, yet are easily recognized as part of the grand scheme for overarching development. The “You Can in Roatan” promotional theme was used in all forms of media.

The Outcome

To serve the corporate holding company umbrella, Caler&Company created the marketable brand name and logo, Hermanas del Sol, meaning “Sisters of the Sun.” This name not only pays homage to the sister islands, but it also unites the sister companies under one corporate umbrella. Speaking to investors, Caler&Company developed the promotional tag line, Live R.I.C.H., which serves as an acronym meaning: Roatan Investor Community Holdings.

Marketplace research and the entire creative platform and theme concept were developed within a few short weeks.

Planning is currently underway including the branding strategy and creative platform with the advertising theme, You Can in Roatan. All print, broadcast and digital mediums will be utilized for this campaign to attract Capital Investors and interested parties from every segment of the global market, in order to achieve bundled services and multiple entrepreneurial opportunities under one holding company.

“Keeping a watchful eye on a
turning tide” became the PR
message used to assuage the
minds of locals that the island
would be developed in a
responsible and ecologically
sound way.

Minimal imagery was selected in
order to “suggest without telling”
the complete picture in the direct
mail campaign. The campaign is
crisp, airy and sun–drenched.

An outdoor campaign in major
metro markets helped to generate
inquiries. What alludes to island
communications quicker than a
conch shell?

“Steve is a seasoned marketing communications professional who brings significant added value to every project with a focus on performance. His firm is completely dedicated to the success of their clients.”

Mike Kormushoff
Owner
ST&P Marketing Communications

The new brand could
easily be “signed” in a
number of interior
applications. These
were recommendations
for local banking.

The corporate cruiser
used for island hopping
and mainland excursions
promoted the brand in a
prestigious way.

A variety of co–op
opportunities, public
relations events and
sweepstakes enabled
the new brand to take
hold in the community.

Corporate aircraft used
to shuttle investors,
delegates, partners and
political officials
fashionably bore the
“Sisters” icon.