Kobie had grown faster than its brand. Sales decks, publications and internal programs had each found their own look. I pulled them into one system that still lets every program have its own voice.
Kobie
Loyalty marketing
Brand strategy, creative direction, identity, internal brand leadership
Identity, guidelines, sales, publications, presentations
Too many looks, one company. Kobie needed to show up as itself to employees and clients alike.
Build one system with room inside it, so every program can have its own purpose and still belong to Kobie.
A connected set of brand tools that gives every new piece the same starting point.
Seven layers of one brand system, from the mark to the pitch.
01 The core
The core mark sits on a geometric grid, and the rest of the system is built from the same construction.
Core identity
02 The family
Secondary logos for products like Alchemy X, Loyalty Cloud and Expo share the same angles and the same orange. A naming convention keeps every new name in line.
Secondary logos and naming
03 The culture
The Hack-A-Thon, health and wellness programs, President’s Circle and inclusion and diversity each got a mark of their own, built from the same parts.
Internal logos and icons
04 The rules
Brand guidelines set the type, color and graphic assets, so teams can make new materials without starting over.
Brand guidelines
05 Sales
Brochure systems and a poster series, all made from the same toolkit.
Sales and marketing collateral
06 Publications
Publications like the Finance Fraud Findings review turned industry research into editorial spreads worth reading.
Publications
07 The pitch
A presentation system with its own graphics and video, including branded customer journeys.
Presentation systems
Each internal initiative could have a distinct purpose while still belonging to Kobie. That is the difference between a logo and a brand system.
