Kevcon Inc.
Marketing Strategy
The Challenge:
Kevcon is a technical and engineering resource for engineers, architects, contractors and developers for the supply, design and installation of PaveDrain and Keystone Retaining Walls. They came to us wanting to elevate the awareness of Kevcon and its resources to improve their marketing presence in the architectural community.
Brand Scope:
Discovery
Logo
Typography
Color
Pattern
Brand Guidelines
Working Sessions
Marketing Strategy
Content Plan
LinkedIn Branded Content
The Exploration:
After some research and discussion we came to the conclusion that Kevcon Inc needed an updated logo and full brand to work with to make day to day marketing easier.
For the first round of update exploration, we provided 3 options. Option 1 was a revised version of the existing logo that kept the K within a rectangle, and used an all caps, less compressed serif typeface reminiscent of the one on the original logo. Option 2 embodies a clean, sharp, and sophisticated appearance. Notably, the letter K undergoes a transformation, becoming a circular icon (like the brands referenced in our discovery). Option 3 incorporates a geometric, sans serif type treatment to enhance readability. The letter K is separated from the rectangular box, serving as the initial letter. The integration of the angled V creates a harmonious connection with the letter K, and this design element of angles and triangles were intended to extend seamlessly into the overall branding.
The Exploration:
They went with Option 3 and we did various explorations of the K shape.
The Solution:
The main mark features the “K” from “Kevcon” as its key icon. A geometric, sans-serif font is implemented to increase legibility with all capital letters, while the “K” serves as the focal point. Opting for a timeless font conveys the message of exceptional quality. By integrating the angled V, a connection is established with the letter K. Inspired by this, angular design elements will be incorporated throughout the brand identity.
Research
Once the branding was approved, we worked on a marketing strategy plan outlining competitor and market research, content pillars, a posting strategy and calendar, keyword research, and branded LinkedIn imagery.
Fonts
Overpass was selected for the header and subheader due to its ascenders and descenders’ angles, aligning with the triangular theme seen in the K and V of the logo. As a geometric sans serif, Poppins shares similarities with the font in the logo, featuring nearly monolinear letterforms that ensure an even typographic color for readability.
Patterns
We offered three brand patterns. The first, a basic symbol pattern using the K icon. The other two are geometric.
