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. Beyond that we did an analysis of their competitive landscape, synthesizing this information into a well-informed strategic approach to their voice and visuals.
After our initial discovery phase, we explored voice and visuals in tandem—presenting multiple approaches to both. The ultimate direction we landed on was to choose 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, 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.
Together with the client, we landed on a final mood board that is modular, active, and editorial.
Through the 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.
Once the mood board 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 micro-animations that added an extra layer of polish.
To allow content to expand and the website to remain fresh, 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 devic
“They consistently impress with their creative thinking and problem solving, and I always know that the final product will be great.”—Michael Grela, KYNE Vice President and Head of Marketing