Branding The Diva Way

What is a “diva” and how do you create a brand to represent a whole organization dedicated to deals on heels? That was the challenge Hinge took on when tasked with developing the brand for Success in the City (SITC). 


When our founding Diva Cynthia de Lorenzi first met Jen Sterling, President of Hinge, the two got to talking about the potential of the organization. The organization’s branding was going to be pivotal to attracting other like-minded divas.

With SITC, as with other clients, the first step in the branding process is to get to know all aspects of the organization. The brand is the graphical representation of the spirit and personality of the organization. In the case of SITC, the brand needed to convey the sense of fun, femininity and friendship that is the essence of the organization.

After delving into where SITC is today, the next step in the process was to look at the direction the organization wanted to go in the future. What is the vision of SITC? To become the premier national organization of successful divas! The branding created for SITC had to reflect that also.

The third step is to get into the mind of all the divas out there and figure out what motivates them. How do you capture the attention of the sassy, fun, successful women of the world and move them to get involved? What colors, what images, and what feel should be incorporated into the brand? We looked at other organizations’ brands, to ensure that SITC would stand out.

While the first three steps are all the science, the next step is the art. Using the information gathered and the research, the Hinge team created the concept for the logo and overall look of SITC. This is the point where sassy and beautiful mesh with art and technology to create an image that is instantly identifiable as Success in the City. 


With a logo and basic brand in hand, Hinge, in partnership with Orchid, developed the new SITC website. The website you have been exploring and enjoying is the culmination of strategic and thoughtful planning (and not a few late night margaritas!). 


The website serves as both the first introduction to SITC for potential divas as well as a destination for member divas. Each and every feature on this site was put there to address the needs of our Diva members and to promote the goals of SITC.

The brains of Success in the City is its leadership. The heart of the organization is Cynthia. It’s sassy spirit comes from its membership. The branding was all Hinge.

What does your company’s brand say about you?