Karins Engineering Group Rebrand
For Studio BC/C 2019-20
Project Scope
Strategic Planning
Brand Identity
Marketing Collateral
Website
Innovation Program
What I did
Positioning
Primary Research
Creative Brief
Copywriting
Site Architecture
Program Design
Positioning
Using Studio BC/C’s deep expertise in design & build, my research plan started with a market state analysis, competitor audit, stakeholder discovery and 20+ target audience interviews.
Brand Identity
I rooted the visual identity in a hard-struck but elegant connotative mix of trust and accountability, balanced by emotion and aestheticism. Creatives briefs were written to support the translation of the strategy and positioning into Karins’ new logo and visual identity.
Brand Launch Messaging
The reintroduction to the brand was focused on a future focused optimism that set the foundations in language for an experience of the brand promise in action.
Responsible for all copywriting.
Web
Interactive Storytelling
Karins’ differentiating ability to take stewardship of a building is a hard concept to communicate, requiring walking the fine line between too little and too much detail. We created the concept of “Life Cycle Engineering” and represented it visually in a scroll animation.
Responsible for site architecture, wireframes and all copywriting.
*Phase 2 of the site is currently being written and programmed.
Team
Brian Carlock- Creative Director
Laura Guzman - Art Director
Cari Robaldo - Production Manager
Jahfre Colbert - Creative Strategist, Site Architect, Copywriter