Rb McCrmck - Kobie

One brand for a business that had grown in many directions.

Challenge
Kobie had grown faster than its brand. Sales decks, publications, and internal programs had developed different looks, making it harder for the company to present a consistent identity to employees and clients.

Role
My work spanned brand strategy, creative direction, identity development, and internal brand leadership, connecting the core identity with the materials teams used every day.

Approach
The work gave Kobie a common visual system across its identity, guidelines, sales materials, publications, and presentations. Internal initiatives received their own expressions within that system, including the Hack-A-Thon, health and wellness programs, and President’s Circle. Each could have a distinct purpose while still belonging to Kobie.

Outcome
The project produced a connected set of brand tools for internal programs and customer-facing communications, giving the company a consistent starting point for new materials.