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Client:

KeyStone

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Scope of work:

Brand Identity Strategy & Design

Brand Positioning & Messaging

Visual Identity Rebrand

Logo & Icon Design

Website Design

Content Creation

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Project Overview

Steve and his team at KeyStone sought a dynamic and fresh brand identity capable of communicating effectively with, and attracting their diverse audience across a variety of platforms. With four key stakeholders to consider, the project demanded an adaptable and cohesive approach to branding.

 

Key Objectives

  • Develop a unified brand identity that resonates with families, councils, investors, and lenders.

  • Create a versatile tone of voice to cater to the varied needs and expectations of each stakeholder group.

  • Design compelling visual elements that deliver a dynamic and engaging brand experience.

  • Ensure the brand reflects strong values and an uplifting intention.

 

Approach and Execution

1. Tone of Voice Development:
Balancing the needs of four distinct stakeholders required a nuanced approach to the brand’s tone of voice. We developed a detailed tone of voice guideline to ensure the brand’s messaging could:

  • Dial up empathy and approachability when communicating with families.

  • Exude professionalism and trustworthiness for councils and investors.

  • Maintain clarity and precision when addressing lenders.

The guidelines provided actionable strategies for adapting tone, word choice, and structure, ensuring consistency while tailoring communication to the audience.

2. Visual Identity Creation:
We blended various design elements to create a visual identity that stands out and connects with diverse audiences:

  • Icons: Representing key brand values and services, icons provide a quick and intuitive way to convey messages.

  • Photography: Uplifting and relatable imagery showcases the brand’s human-centric approach.

  • Colour Palette: A dynamic and vibrant colour scheme reflects the brand’s energy and optimism while maintaining flexibility to suit different contexts.

  • Shapes and Patterns: Abstract shapes and patterns add a modern and engaging touch, making the brand visually compelling.

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Testimonial

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​"We worked with Kim for a number of months and found this to be an extremely positive experience.

 

We reached out to Kim to help develop our brand strategy, tone of voice and logo, and right from the outset it was clear that we had found the right person.

 

Kim has a very methodical approach and seeks to understand your business in detail and from there to develop the brand and tone of voice. We were sufficiently impressed with the output to engage Kim to redesign of our website and once again we were extremely happy with the delivery.

 

Kim was very patient, responsive and often went out of her way to ensure our requirements were met.

 

We recommend Kim highly to anyone seeking to develop a strong brand identity and look forward to many more collaborations in the future with her."

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Steve Thavam

CEO and Founder of KeyStone

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