Kenny Seng Construction Brand Strategy, Marketing Campaign and Website Creation.
Overview
Kenny Seng Construction is a well-known, well-respected construction company that has been in operation over forty years. After forty years they realized their identity needed a complete overhaul to keep up with new competition.
Services:
- Brand Strategy
- Visual Identity
- Campaign Creation
- Content Strategy
- Information Architecture
- Web design
Phase 1: Strategy
The goal of the first part of phase one was to establish all of the necessary strategy to build the foundation of the brand. Key metrics like personas, benefits, positioning, purpose, core essence, messaging and personality are all established to give a comprehensive idea of how the brand will achieve it's goals.
Phase 2: Moodboards
With the brand strategy foundation in place, I began the process of distilling all of that information down into key brand attributes that could be communicated visually. These moodboards acted as the foundation for the visual identity going forward.
Phase 3: Concept Exploration
Red, black and gray proved to be the most appropriate color palette for the brand. I explored typography and marks that communicated the core essence of the strategy, were distinctive and memorable and had a proper amount of versatility.
Phase 4: Final Concept
After a few rounds of revisions, the client approved the basics of visual identity. The logo, color palette and typography was established for all appropriate scenarios and versioned out to logo files.
Phase 5: Style Guide
I created a comprehensive document that contained detailed instructions for keeping the brand quality consistent. The style guide combined with the brand foundation and personas acted as the brand playbook.