What to do when a brand has evolved in such a way that its name and image no longer reflects anything it does now? How to give a new air to a solid company to look for new ways? This was the capital question of Multicoches S.A. Medellín, one of the biggest serial painting enterprises of Colombia. “If we are going to change, let it be so big. We want, on time, to find clients with or without experience.” Such a challenge demanded a new way of raising a brand. Not only visually, but also from the cornerstone of brand architecture. From Kairos we developed a new method specifically for this project. The K-Point is a tool that allows to diagnose the state of a brand from five dimensions, from uses of logo to corporate internal culture. Apparently it was a success. Our new tool allowed us to find extremely valuable insights for the entire rebrand project; where to get supplies for naming, what to take into account for the new logo and what the new communication style should be.
Vía Behance
