The KDPR rebranding process started well over a year ago and in this post, we take you behind our thought process in selecting this brand to represent the diverse range of services, people and clients that make up KDPR.
Let’s start at the very beginning
We began the process of updating the KDPR brand when it became clear that the previous one no longer represented just quite who we were, or the level of service we could provide for our clients.
The previous brand had pinks and soft browns, which was great for representing retail PR and events with its soft, inviting tones and festive light bokeh – but over the past ten years, KDPR has had a larger focus on strategic corporate communications. The pinks just weren’t going to cut it for the new markets we were engaging in (and let’s face it, Trajan – the logo typeface – has had a good run).
Goals for the new brand
The new brand needed to exert a level of dominance and make a statement: We’re serious about service. It needed to be bold and strong to appeal to our corporate clients, but also reflect our creative, progressive approach to communications that sees us undertake innovative campaigns for consumer brands.
We began segmenting just exactly what we offer and originally designated a colour for each: blue for corporate, purple for consumer and orange for creative services – even to the point of considering separate welcome screens for each type of client.
But after a while, we realised it would be hard to contain the blurred lines between these services – what if a corporate was looking for creative services? What if a retail client suddenly needs a higher/different level of service normally required by the corporate field? Would a corporate client think ‘that’s all we do’ and never see our full range?
Add to this the fact that we realised our Digital services required its own dedicated section, and the concept soon fell on its own sword. A unified palette and tone covering all our services was needed, one that we could expand even further as our services evolved.
Black and White – Letting the work be the brand
So after extensive research, poring through a myriad international design books, and being inspired by branding suites that really resonated with the team, we decided to strip it right back to the boldest and most classic of all colour palettes – black and white. Strong, bold and timeless.
The decision to move to something void of strong colours allows our photography and supporting visuals to be the main focal point, setting the tone of whatever content you’re viewing.
Quality photography and illustration (and a strong visual presence) has always been something of high importance when setting your brand apart from competitors and creating unique content. In this modern age where everyone has a camera on them, professional photography still sets the bar.
Having a network of photographers covering most of our projects, including one in-house, has allowed us this luxury of letting our brand take a back seat to visual content while still conveying a coherent style without it.
The paper element
When considering stocks to print our new stationery on, we found that we could maintain our monochromatic brand and bring in a ‘colour’ at the same time via a very earthy and textural brown packaging stock (aka ‘Buffalo’) – purely by printing the same black and white design onto a non-white stock. The brand will start off using this ‘colour’ primarily only as a stock to print on with some rare exceptions as an accent colour for text or background (digital communications like website and social media).
In summary, black and white will always be the main palette of KDPR’s new communication brand with the incorporation of the Buffalo texture and colour as a fun element intended to replicate a physical, tangible experience.
The simple and crisp geometric wordmark, black and white core palette, and visuals-are-the-brand mentality mean that while Buffalo stock and current photographic styles may go out of trend in a few years time (we think they’re pretty classy as is), we’ll be able to maintain a lot of what we have and adapt to trends a lot quicker.