KarBel Multimedia worked with Kaufman Rossin’s marketing team to update their branding and corporate identity.
THE REBRAND TEAM (PRINT)
Janet Altman, Kaufman Rossin
Lisa C. Ruiz, Kaufman Rossin
Belinda Ivey, KarBel Multimedia
Soren Thielemann, Mighty and Small
THE OBJECTIVE
Kaufman Rossin wanted to refresh and redesign their branding, across all platforms. We were involved in consulting, development and the redesign of multiple aspects of this project.
LOGO
Update color of existing logo. Create vertical stacked version of existing logo.
COLOR PALETTE
Specifications for the colors in your logo, plus a secondary palette that coordinates.
TYPOGRAPHY
Brand fonts, with examples of how to use them. Included tagline, headlines, body copy, quotations, lists, department logos and labels.
ICONOGRAPHY
Update existing icon set.
PHOTO STYLES
Help develop a visual style for photos, and the type of photos to use.
BRAND STYLE GUIDE
Help update style guide with new elements of your brand and ensures consistent communications. Details will include usage rules and specs for the logo, color palette, typography, iconography, and photo styles.
THE SOLUTION
The project would be done in three phases.
PHASE 1
This phase would focus on the redesign of all of the elements within the company. Everything from the logo, color palette, promotion and marketing materials, infographics, white papers, case studies, fact sheets, ads, email signatures, etc.
We started by creating a mood board and mockup ideas to set the direction of the redesign, including the logo, colors, fonts and photo styles.
The next step was to redesign all of the other elements based on the initial designs. The designs evolved as well during this step as the designs and colors became more defined.
PHASE 2
This phase would primarily focus on the redesign and updating all of the existing elements within the company to the new style and colors. This included the image library, facts sheets, email templates, newsletter templates, business cards and iconography.
PHASE 3
This phase would also focus on the redesign and updating all of the existing elements. This included animated iconography, department logos, PowerPoint templates, reports, brochures, and remaining fact sheets and infographics.
Overall, the project took about a year to complete.
