ReinventingIcons
How do you breathe fresh life into a brand that's already beloved? That's the art of reinvention. It's a delicate dance — honoring what made the brand matter, while adapting it for today's world. I bring fresh eyes, cultural intuition, and a strategic mindset to the table, working closely with teams to evolve brands thoughtfully and intentionally. This isn't about starting over, it's about moving forward with purpose, respect, and relevance. Reinvention means keeping a brand's soul intact, even as it grows into something new and unexpected.
Projects
Evolving an iconic brand without losing its essence
Expanding brand relevance through teen passion points
Strategic rebranding of a bold cultural brand
Bon Yurt
Creative agency: David
The Challenge
How do you evolve a beloved teen brand to stay relevant in a world where youth culture shifts by the minute?
The Solution
BonYurt is known for being bold, authentic, and culturally in tune—a teen icon in Colombia. But the category and its audience were evolving fast. We designed a 360° strategy to stretch BonYurt's DNA in a way that felt true, yet future-facing: launching a digital-first content platform rooted in creativity and self-expression, refreshing the brand's tone with a new, more emotional tagline, and introducing two major innovations—including BonYurt Hershey's, with a culturally relevant campaign that delivered a historic month in sales, earned media, and engagement. We also launched Love Spots, BonYurt's first diversity initiative—celebrating LGBTQ+ communities in a way that felt bold, inclusive, and genuinely aligned with the brand's voice.
The Highlights
- Historic sales performance: +15% growth YoY.
- Most positive organic conversation in the history of the brands.
- Awards including Effie Colombia (Best Use of Media – Bronze) and El Dorado (Outdoor – Bronze).
- Reinforced BonYurt's positioning as a culturally relevant and emotionally resonant brand for teens.