Services
Brand Strategy
Visual Identity
Logo Design
Mascot Design
Website Design
THE CLIENT: Kai and Kelly
Kai+Kelly is an up-and-coming children’s fashion brand that produces stylish children clothing. They believe shopping for little (and not so little) ones should be a fun and joyous part of motherhood, and they are on a mission to make the experience affordable. Style savvy mums shouldn’t have to compromise just because they’re on a budget!
THE CHALLENGE:
Standing out in a saturated market.
Kai+Kelly wanted to launch with intention. Instead of jumping in blindly, they wanted to spend time constructing their image in a way that would portray their distinctness. They knew they needed to come across as fashion-forward yet affordable – not a premium, luxury brand. The challenge? The market was already crowded with similar fashion lines. Kai+Kelly would need a fresh angle in order to stand out.
The Artisan Experience
Positioning.
In our Brand Strategy Session, we dug deep into Kai+Kelly’s brand personality and pinpointed their most powerful differentiators. We identified their ideal customer: a busy, young, hardworking, style-savvy mom who loves fashion and spends considerable time outfitting her family.
The next step was to clarify Kai+Kelly’s unique angle. Competing brands focused on the children (“kids love it!”). We wanted Kai+Kelly to deviate from the typical messaging and focus instead on the mom.
We agreed on three Look and Feel Keywords and used them to inform the design stage.
Stylescape
The stylescape translates the Look and Feel Keywords into design elements, showcasing inspiration for type, pattern, and colors. I presented two options and we tweaked and refined until we settled on a final stylescape that hit all the perfect notes.
logo DESIGN
Working from the stylescape, I went with a logo motif that was clean and modern with touches of playfulness. I chose an attractive sans serif font, adding a few fun touches — a curved “k”, a rounded “y” — to highlight the child-friendly aspect. The letters are in the lower case to make the brand feel approachable and affordable. Instead of the standard ampersand, I used a rotated plus sign. This completes the modern, trendy feel and makes the logo memorable.
COLOR PALETTE
Kai+Kelly needed a vibrant color palette with a stylish feel to complement their branding. I chose strong colors to make the brand stand out — emerald green, peachy pink, and bright apricot — offset with coordinating pastel tones. This palette spotlights the fashion-forward yet minimalistic feel of the brand, and is intentionally gender neutral.
Results: A UNIQUE & DELIGHTFUL CUSTOMER EXPERIENCE
The emphasis on celebration of motherhood has given Kai+Kelly a unique niche in their highly-competitive market. The fresh visual identity captures every nuance of their brand, and immediately appeals to their ideal customer. Kai+Kelly launched with a bang and their co-founders — and customers — are delighted!
“We just just completed the workshop and thoroughly recommended it! It was so much more than we expected, it was fun and engaging with the right questions asked that really helped us crystalise who our brand is. It was so exciting seeing our vision come to life!
We now have a clear perspective on who our brand is and how best to communicate with our customers. The Brand Roadmap will really help us stay focused on the direction of the brand and will be so useful going forward for every one of our team to use and refer back to. If you are thinking of rebranding or launching a new brand this workshop will be super helpful!”
C.S & S.M, Co-Founders, Kai+Kelly
The Artisan Experience
Positioning
In our Brand Strategy Session, we dug deep into Kai+Kelly’s brand personality and pinpointed their most powerful differentiators. We identified their ideal customer: a busy, young, hardworking, style-savvy mom who loves fashion and spends considerable time outfitting her family.
The next step was to clarify Kai+Kelly’s unique angle. Competing brands focused on the children (“kids love it!”). We wanted Kai+Kelly to deviate from the typical messaging and focus instead on the mom.
We agreed on three Look and Feel Keywords and used them to inform the design stage.
Stylescape
The stylescape translates the Look and Feel Keywords into design elements, showcasing inspiration for type, pattern, and colors. I presented two options and we tweaked and refined until we settled on a final stylescape that hit all the perfect notes.
logo DESIGN
Working from the stylescape, I went with a logo motif that was clean and modern with touches of playfulness. I chose an attractive sans serif font, adding a few fun touches — a curved “k”, a rounded “y” — to highlight the child-friendly aspect. The letters are in the lower case to make the brand feel approachable and affordable. Instead of the standard ampersand, I used a rotated plus sign. This completes the modern, trendy feel and makes the logo memorable.
COLOR PALETTE
Kai+Kelly needed a vibrant color palette with a stylish feel to complement their branding. I chose strong colors to make the brand stand out — emerald green, peachy pink, and bright apricot — offset with coordinating pastel tones. This palette spotlights the fashion-forward yet minimalistic feel of the brand, and is intentionally gender neutral.
Results:
A UNIQUE & DELIGHTFUL CUSTOMER EXPERIENCE
The emphasis on celebration of motherhood has given Kai+Kelly a unique niche in their highly-competitive market. The fresh visual identity captures every nuance of their brand, and immediately appeals to their ideal customer. Kai+Kelly launched with a bang and their co-founders — and customers — are delighted!
“We just just completed the workshop and thoroughly recommended it! It was so much more than we expected, it was fun and engaging with the right questions asked that really helped us crystalise who our brand is. It was so exciting seeing our vision come to life!
We now have a clear perspective on who our brand is and how best to communicate with our customers. The Brand Roadmap will really help us stay focused on the direction of the brand and will be so useful going forward for every one of our team to use and refer back to. If you are thinking of rebranding or launching a new brand this workshop will be super helpful!”
C.S & S.M, Co-Founders, Kai+Kelly
