Kony
Challenge
Kony’s brand was vague because the name didn’t stand for anything specific and the visual identity was outdated. The client decided to keep the same name, so the brand needed to give Kony the new meaning.
Strategy
The brand strategy defines Kony as: Excelling at digital transformation and staying ahead of the curve by delivering the best digital apps for your customers, partners, and employees. The visual elements embody the brand essence, with a graphic digital curve becoming part of its visual identity. Its enlightening colors have been used to communicate a more modern brand.
Results
The people inside Kony loved the brand; they saw themselves in the newly defined meaning of the brand. It was well accepted among the external targets due to its clarity and sense of purpose presented in the verbal and visual identity of the brand.
REBRAND
Corporate Brand Video
Since Kony is the industry’s customer experience experts, the brand video harnessed this power to express the personality and values of Kony in a way that engages the audience and establishes them as the innovator across multiple segments.
Brand Development
Branding is usually an overlooked topic. Done right, a strong brand can be an incredibly important competitive advantage, as well as something that gave Kony the deserved status of a market leader. Having established the Kony position as the catalyst for digital opportunity, the brand was built around these five pillars:
• Accelerate the advancement toward a digital future for customers.
• Create exceptional experiences, for our customers and their customers.
• Put innovative technology to work fast, with rapid development-to-deployment cycles.
• Technology that works seamlessly across the extensive range of most-used devices.
• Boost business performance and efficiency by having Kony guide you through the deployment maze.
Following research, positioning, and messaging, the brand development began to take shape in the mood board. Along with the brand development are the multiple channels the of the brand evolution into print, digital, environmental, social, and audible.
BRAND EXECUTION
Client Execution
After creating a new brand for Kony, a final package was delivered, including guidelines around using the new brand. I provided a guide of the process of brand building and a digital brand package. I walked through the core concepts surrounding rebrand, and how it differs from branding and logos; introduce the assets designers typically develop, including messaging, digital assets, video assets, and style guides; which shows how to export the package so the client has files that are as technically sound as the design.
These are a few of the first pieces to come out of the rebrand. In addition to the capabilities brochure, stage design, tradeshow display, and infographic, the Kony website was redesigned with the brand messaging and graphics, along with several digital ads.
