Client

KYNE

Project

KYNE Rebrand

Client

KYNE

Project

KYNE Rebrand

Background

KYNE, a specialty health communications agency, has seen astounding growth since they opened their doors in 2009. Having re-positioned the company, expanded globally and taken on significant projects with healthcare giants such as the CDC Foundation and The Rockefeller Foundation, they were in need of a rebrand that truly reflected the importance of their work, the impressive credentials seen in their portfolio and the expertise and professionalism that their clients value in their work, all of which is dedicated to helping improve and save lives.

Audience

Pharmaceutical and biotechnology companies, government agencies and non-profit organizations focused on driving meaningful change in the healthcare space, i.e. potential clients for KYNE’s services

Services Provided

Website Design and Development Icon
Website design + development
Identity development
Key Messaging
Key Messaging
Brand Voice Discovery Icon
Brand Voice Discovery

Challenge

Other than their logo which has built brand equity through the years, we were asked to provide a comprehensive redesign of the KYNE brand, including top-level messaging, a capabilities presentation, a library of iconography, business cards, a relaunch of their website and an internal brand playbook to ensure consistent communication of their mission throughout the organization.

The rebrand had 4 major goals:

  • Underscore the key message that communication can be a powerful health intervention
  • Communicate KYNE’s passion and dedication to improving lives
  • Showcase the work that KYNE does
  • Recruit talent who value a creative approach to problem solving

Approach

Although we had worked with KYNE as their creative arm for many years and had a solid understanding of who they are and what they do, we felt it was important to approach their project as we would any new client, looking at the agency with fresh eyes to see how they were currently communicating their vision, defining their goals and speaking to their audience. We also did an analysis of the competitive landscape.

After our initial discovery phase, we explored voice and visuals in tandem—presenting multiple approaches to both. Once we had an approved voice discovery document that nailed down their key messaging and its tone, we began developing the supporting visual elements.

Methodology + Deliverables

We chose to use bold adjectives and short phrases combined with longer supporting phrases as needed to communicate the agency’s mission and values while creating visual impact through typography.

With the messaging in place visually, we adapted it into mood boards, exploring color, fonts, brand imagery, iconography and other graphic devices. Our focus was on portraying KYNE as grounded, established, approachable and confident.

Moodboard Concepts

Approved Moodboard

Together with the client, we landed on a final moodboard that is modular, active and editorial. Through use of scale in typography to emphasize key messaging, duotone imagery of KYNE employees in action as a backdrop, color overlays to frame imagery or text and conceptually relevant iconography we had our “building blocks” for the project.

  • VISUAL THEMES/SYMBOLOGY

    Bold

    Passionate

    Approachable

    Sophisticated

  • QUALITIES

    Modular

    Active

    Editorial

Brand Collateral

Once the moodboard was approved, key design concepts were then rolled out to the website, company presentations and business cards.

As we designed and developed the website, we ensured that it would celebrate the spirit of the brand and the people behind it with a sophisticated mix of atmospheric, action and tactical imagery, incorporating icons and micro-animations along with color and typography.

To allow content to expand, we built the site with a custom WordPress theme, enabling the user to make updates via an administrative back end which was a cost-effective and efficient approach. We designed and developed it to be responsive, meaning the user experience was optimized whether viewed on a desktop, tablet or mobile device.

  • The website was built to expand with rich, updatable content to highlight KYNE’s expertise and their engagement on social media. Please visit the site at www.kyne.com

  • The capabilities presentation is a high-level, visually articulate representation of who KYNE is and what they do.

  • Each employee at KYNE has business cards with four different backs—each with a different attribute of the organization. This allows every point of contact to serve as an opportunity to contribute to the overall definition of the KYNE brand and mission.

Response

The internal feedback from KYNE has been incredibly positive. Team members feel re-energized and inspired. They have expressed: excitement in giving out their new business cards that highlight key tenets of the brand; confidence in pitching new clients with an updated capabilities presentation; and delight at the micro-animations throughout the new website that underscore the commitment and passion they bring to their work every day.