International marketing services group St Ives approached us in collaboration with Reed words to reposition the business as a digital ‘connective’; with specialist agencies working together under this new methodology.
The new visual identity needed to reflect these changes by moving away from their previous print heritage – towards a wholly digital offer.
Having been set the strategy for the new name – ‘Kin’ meaning family and ‘Carta’ representing the vision – we proceeded to create a visual language that illustrated this.
The logo expresses the Kin + Carta proposition, connecting the two words with a plus symbol, representing the bringing together of specialist teams to deliver a seamless digital transformation offering to clients.
This, with the addition of multi-coloured brand landscape reinforces the diversity and versatile nature of Kin + Carta. With each colour combination grounded in the core brand personalities of: Family, Collaborative, Vibrant, Visionary, Intelligent and Curious.
“The vibrant, multi-dimensional brand identity stands out in a crowded marketplace and Carter Wong’s brand architecture thinking is helping us define a new way of working across The Connective. It was a challenging brief and Carter Wong responded with creativity and conceptual thinking.”Sarah Berger, Senior Marketing Manager, Kin + Carta