Kira's In-House Team develops a new brand system to apply the revamped Identity by Jacknife
Written by Kevin Moran RGD
Context
In a founder-led, fast-scaling tech company, getting alignment for Kira’s brand evolution was a challenge. The two co-founders had a strong emotional connection to the existing brand and logo, which had served Kira and its customers well during the early, scrappy startup days of the company.
A collaborative effort with the Jacknife team led to a solution that captures the essence of the brand in a way that co-founders and existing customers can immediately recognize, while also elevating the look and feel to support the next wave of growth. The new brand system developed by the internal team incorporates the use of a new colour palette, engaging illustration, bold photography and updated typography system. Montreal based illustrator Anthony Morell collaborated with the team to help establish some of the brand’s key visuals.
Methodology
The evolved Kira brand required the in-house team to address the logistical challenge of executing the new brand system while maintaining the internal and external collateral that teams required with the existing brand identity.
Result
The process for this project was fast yet focused. It began in summer 2019 and the final brand system was approved with confidence by co-founders in late 2019. The new brand direction was unveiled to the entire company in January 2020 due to resounding positive feedback from employees and customers alike.
Following the launch, the team worked diligently to roll out the new look and feel across Kira’s large library of existing assets while also applying the updated brand identity to new campaigns. This included an audit of all shared documents and developing an internal brand landing page that included all branded visual assets.
Credits:
The logo and Type Treatment - Stephen White and team, Jacknife
Senior Graphic Designer - Linh Trinh Provisional RGD
Motion Designer - Edo Cuallo
Designer - Joanne Son
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