Kellen Branding Concept


Evolutionary, powerful, confident, brash and upward looking. A bright, contemporary green (Pantone 376) symbol with a modern san serif font, Campton. The Kellen “K” symbol is now made up of three upward arrows. In the Western world, upward graphics generally point to the right. These left pointing arrows symbolize Kellen's various disciplines and your ‘different’ approach.


Regarding the discussion about the use of negative space in the K: that idea was tried early on but it made the icon too fussy without adding anything of value. It's important to anticipate how the logo will read across all media (print, web, smartphones, etc.).  Simple is powerful.


Another way to look at the green symbol is not as white arrows on a green field, but four green shapes connecting together, like puzzle pieces, to make a whole.


Tag line “CONNECT BOLDLY” (no space, separated by color) succinctly communicates Kellen’s mission and dynamic culture in two words, while imparting a distinct personality.




Clean and simple with no superfluous ornamentation. Business card has a minimalist back, no information save the color and white arrows for brand reinforcement.


Greatly simplified and more graphical, the website can still offer an extensive amount of information, while communicating in a more digestible and emotionally powerful way.


Utilizing the parallax scrolling format, the site would give each point a strong graphic, coupled with a two sentence overview and links for more details if desired.


Adopting "CONNECT BOLDLY" as a theme would require the site to have an equally bold introduction--one with brashness and a "big vision". When the green button on the main graphic is clicked, a video like this would appear:




















Please keep in mind, this is VERY rough. These are low res stock footage comps that were cobbled together, watermarks and all!


A video like this would effectively communicate the “CONNECT” concept while expressing the depth and breadth of Kellen’s capabilities and vision.


Lastly, each section of the site should have the viewer drawn in by an interesting story. "Case Studies", for example, is currently a very dry and wordy page. The site should highlight an example that tells an engaging narrative (i.e. "Kellen saved the 4th of July"). That jump page would then include addtional case studies. More direct navigation to those sections would still be offered on top.


The goal would be to make learing about Kellen less like work and more like entertainment.