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The KW Difference – How simple communication can make a positive impact in your recruiting efforts

Our friends at Keller Williams New Tampa called us with a challenge: They needed to improve their recruiting package to follow their corporate standards and to compete with other local Real Estate companies.

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Their original recruiting package (not pictured here) was simply a folder with loose sheets on a variety of topics ranging from new recruit information to ads and marketing materials. Unfortunately, every document was created at different times so we noticed the package lacked a consistent visual style. This made reading the material tedious and the entire package had a disorganized and random feel.


We decided that instead of creating several formats and templates for individual sheets, we would assemble all of the separate elements together in a simple but elegant book. Our goal was to create a book that represents the prestige of Keller Williams Realty while being entertaining and easy to navigate at the same time.


Our team at Cicero Studios used a simple rule: Less is more. We stuck with a minimal use of color and took advantage of the beautiful brand palette of Keller Williams. Then, we organized all the information into easily digestible sections by topic and built a comprehensive index to help new recruits find what they needed right away. To highlight Keller William’s community involvement, we used local photographers to illustrate the book with appealing and minimalist images of the local architecture and natural beauty.


The results speak for themselves: Perhaps sometimes you can judge a book by its cover!


I would love to hear about new challenging project like the one I shared here. Please feel free to contact me to discuss how I can help you.
Email: Juan@CiceroStudios.com



Is The Doll Evolution synonymous with The Corporate Evolution?

Barbie’s recent physical transformation into a more inclusive and realistic portrayal of femininity mimics the diverse and open social dynamics of today’s most successful businesses.

In a much-lauded effort by Mattel, the most iconic toy of all time has been given a serious makeover.  By introducing 3 new body types plus a new variety of skin tones and hairstyles, customers now have the choice to select their Barbie with options that are more representative of the world they see around them every day. This redesign is getting a lot of attention in part because it is the most substantial change to the brand in over 50 years.   The metamorphosis of the Barbie line from a single look into a myriad of more varied ones mirrors the broader cultural shift toward the adoption of diversity and openness as empowering agents.



At Cicero Studios, we are proud to have had our cofounder and creative Director Juan Luque invited by Mattel to serve and participate as one of the members of the first Barbie Global Advisory Council.  Juan and 11 other impressive experts were gathered to discuss the brand’s past, its current state and its future in a world that grows more and more multi-faceted by the day.


Like Mattel’s new Barbie offerings, our company celebrates diversity, inclusion and openness as pillars of strength and we are passionate about bolstering the public voices of organizations with similar outlooks.  On that note, we believe now is the time for all corporations to humanize their brands by opening themselves up to their consumers.  Gone are the days of carefully manufactured facades of corporate invincibility.  By allowing their vulnerability and authenticity shine through to their customer, a company can establish a relatable and genuine dialogue that transcends traditional end-point marketing and advertising.


We will continue to work with organizations on translating their core values into public-facing assets by aligning their brands with the game rules of today.    With these new sets of emotional tools at their disposal, companies can begin to transition into a space where healthy corporate confidence and active customer inclusiveness are far more powerful and persuasive than the generic and closed off “corporate values” of previous generations.

by Cicero Studios.


Building a brand from the bottom up: Veloce Indoor Speedway

In 2015, Cicero Studios was contacted by a client who wanted to open a high-end go-kart experience unlike anything seen before.  Traditionally, go-kart facilities tended to use the same elements over and over: Checkered flags, white and red color schemes, uninspired logos and ad-hoc graphics. The client made it clear that he wasn’t interested in any of those tired visuals for his new venture and so Cicero Studios began work on creative concepts to build up the entire company identity. Our tasks included everything from corporate identity to the collateral items, clothing, decals on the karts and even the interior design of the building.  There wasn’t one aspect of the business that was overlooked when considering how to begin the challenge of building the best go kart experience in existence. Read more

The emotional pull of great storytelling

Consider these two conceptual approaches to visualizing the idea that homelessness is a problem in America.

Approach #1:  A local shelter produces a video detailing the statistics of the numbers of homeless people in the in the United States, what their ethnic and gender makeup is and how homelessness affects the individuals themselves and society at large.  The video is scripted and focuses more on the people running the shelter rather than the people they serve. While honest and earnest in its presentation, the video does very little to allow the viewer to experience the true emotional plight of people who find themselves homeless.

Approach #2:  A local shelter produces a video in which a presumably homeless man in their care looks directly into the camera and relates the story of his personal loss in an unscripted, unguarded 5 minute monologue along with some vocal narration.  Here is his story: Read more

Honesty in Communication: Don’t bite the hand that feeds you.

Several key ingredients always go into the making of a successful piece or campaign for a client. Of course your talent, budget and resources need to be there….that goes without saying. But there is another extremely important ingredient that comes into play whether you are a client or an agency: Honesty.

Now, I’m not talking about being honest in your financial dealings or other forms of basic civility. I’m talking being honest in communication, and in the ideas that make it up. What do I mean by that? Let me give you an example from both the client and agency side.  Let’s say you are an agency and have a customer that wants to base their campaign around an image or idea that you think is absolutely horrible for the campaign and its goals. One of the worst things you can do at that point is to say “Sure! This is great!!!” and move forward with an idea you know isn’t the best for your client.   This is where honesty in communication comes in.   While it might be very easy-and very human-to just run with the bad idea, it is your job as an agency with integrity to steer the conversation to what you think works best for the client and their brand. Read more