About This Project

K&L's visual brand never had a dedicated designer and was a patchwork due to numerous contributors over its 50-year history. K&L needed to identify and consolidate the positive and unique aspects of their brand. They also required clear guidance on the use of assets and styles as well as easy access to these resources.

I began by researching my audience: my K&L team members from marketing, in-store, customer service, executive, and product teams. By interviewing them, I understood their daily approach to the brand and the problems they faced. Next, I explored existing brand elements by delving into past company content such as blogs, ads, social media, podcasts, and old print media. I also explored competitors to ensure any additions I made to our brand were uniquely ours or took advantage of industry standards. I then created a brand outline using MS Word and collaborated with K&L's marketing team, who ensured my work was in line with their brand perception.

I built the final Brand Guide in SharePoint sites and connected visual brand assets to the guide through folders, allowing other teams to contribute their content as well. With Adobe Photoshop and Illustrator I created dozens of images that educated my fellow staff members on how to use visual brand assets properly and adhere to brand standards.

Once finished, K&L leadership expressed that I successfully captured the essence of the brand. I believe this was because I sought, listened, and learned from numerous voices within the company during the interviews, allowing the authentic brand to shine through in the final product.