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Evoke KYNE Rebrand

CLIENT
Evoke KYNE
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Background + Challenge

Evoke KYNE, a specialty health communications agency, has seen astounding growth since they opened their doors in 2009. Having re-positioned the company, expanded globally and taken on significant projects with healthcare giants such as the CDC Foundation and The Rockefeller Foundation, they were in need of a rebrand that truly reflected the importance of their work, the impressive credentials seen in their portfolio and the expertise and professionalism that their clients value in their work—all of which is dedicated to helping improve and save lives.

 

Other than their logo, which has built brand equity through the years, we were asked to provide a comprehensive redesign of the Evoke KYNE brand, including top-level messaging, a capabilities presentation, a library of iconography, business cards, a relaunch of their website and an internal brand playbook to ensure consistent communication of their mission throughout the organization.

The rebrand had 4 major goals:

  • Underscore the key message that communication can be a powerful health intervention
  • Communicate KYNE’s passion and dedication to improving lives
  • Showcase the work that KYNE does
  • Recruit talent who value a creative approach to problem solving
Services
Services
Services Provided
Brand Voice Discovery
Email Design
Front End Development
Identity Design
Key Messaging
Presentation Design
Website Design + Development
Approach 

Although we had worked with Evoke KYNE as their creative arm for many years and had a solid understanding of who they are and what they do, we felt it was important to approach their project as we would any new client, looking at the agency with fresh eyes to see how they were currently communicating their vision, defining their goals and speaking to their audience. Beyond that we did an analysis of their competitive landscape, synthesizing this information into a well-informed strategic approach to their voice and visuals.

After our initial discovery phase, we explored voice and visuals in tandem—presenting multiple approaches to both. The ultimate direction we landed on was to choose bold adjectives and short phrases combined, with longer supporting phrases as needed, to communicate the agency’s mission and values while creating visual impact through typography. With the messaging in place, we adapted it into mood boards, exploring color, fonts, brand imagery, iconography and other graphic devices. Our focus was on portraying Evoke KYNE as grounded, established, approachable and confident.

Together with the client, we landed on a final mood board that is modular, active, and editorial.

Through the use of scale in typography to emphasize key messaging, duotone imagery of Evoke KYNE employees in action as a backdrop, color overlays to frame imagery or text and conceptually relevant iconography we had our “building blocks” for the project.

KYNE Rebrand style guidelines
Brand Collateral

Once the mood board was approved, key design concepts were then rolled out to the website, company presentations and business cards.

KYNE Rebrand brand collateral image one
KYNE Rebrand brand collateral image two
Website

As we designed and developed the website, we ensured that it would celebrate the spirit of the brand and the people behind it with a sophisticated mix of atmospheric, action and tactical imagery, incorporating micro-animations that added an extra layer of polish.

To allow content to expand and the website to remain fresh, we built the site with a custom WordPress theme, enabling the user to make updates via an administrative back-end which was a cost-effective and efficient approach. We designed and developed it to be responsive, meaning the user experience was optimized whether viewed on a desktop, tablet or mobile devices.

KYNE Rebrand website on tablet
KYNE Rebrand website on mobile

“They consistently impress with their creative thinking and problem solving, and I always know that the final product will be great.”

—Michael Grela, Evoke KYNE Vice President and Head of Marketing
Impact

Evoke KYNE’s team members feel re-energized and inspired. They have expressed: excitement in giving out their new business cards that highlight key tenets of the brand; confidence in pitching new clients with an updated capabilities presentation; and delight at the micro-animations throughout the new website that underscore the commitment and passion they bring to their work every day.

Filed Under: Case Study