Rebranding Kira

Kira Incorporated, a small Disability Services provider in the northern suburbs of Perth, invited us to work with them to assist them to better connect with their audience.

Whilst the name Kira was well established in their community, the organisation was not able to clearly articulate its value and unique service offering, and their visual identity was tired.

Stepping in to the role as CEO for Kira, an early port of call was to understand our existing brand – our history, values, principles of practice and what makes our people and clients smile when at Kira.

Consequently, this was the scope we built together with Alan and the Key2 team. From the outset – we felt understood, not just acknowledged, but Key2 truly understood the journey I wanted to take our clients, staff and board on and helped us with the process. We started the process with brand understanding sessions with our client, our people and then our executive and board. As a medium sized charity, we wanted to focus on a frontline first approach.

Vik Jeyakumar, CEO, Kira Community Services

The How

We worked in a co-design or collaborative approach with the Kira team, engaging with the Kira Council, clients and board members to discover together the unique value and personality that is at the core of the Kira team. We asked questions, we listened, we learned. We developed a shared understanding of where Kira had been, where they were going and who Kira is, not only as a team, but as individuals providing individualise care.

Armed with this knowledge and shared understanding and a passion for Kira, together with it’s members, families and staff, we set to work to reinvigorate the Kira brand identity. We worked with them to tweak their name (from Kira Incorporated, to Kira Community Services). We developed a new tagline, customer value propositions and targeted messaging for each of their audiences (clients/members, families, staff and volunteers). We tested this messaging with their audiences and took on-board feedback, to ensure that the resulting brand messaging was the perfect fit and that it resonated and connected.

To ensure that the new brand identity reflected the real and authentic Kira, we undertook a series of photographic shoots, capturing many special connections and moments.

We then got to work on reinvigorating the Kira brand identity through the development of a new Kira logo and brand style. We developed branded collateral and communications pieces such as; brochures, banners and flyers, that wove in our new brand identity, messaging and photography. We designed newsletters, stationery, vehicle graphics and signage. And finally, we supported their new brand through the development of their beautifully designed and written, accessible and mobile friendly website.

Key2 took us on a journey to explore our present brand meaning and espoused brand meaning in a genuinely respectful, thorough and effective manner.  At Kira, we felt really strongly about the use of our internal client council throughout the consultation. Alan and his team’s approach to learning from our clients to understand the past brand meaning and facilitate the gathering of feedback from many of our non-verbal members was a joy to be part of. These consultations were not token by any means, with the final refreshed brand holding much of the learnings from this group.

Vik Jeyakumar, CEO, Kira Community Services

The Outcome

The result is a new brand identity and website for Kira. A brand Identity developed for the inside-out, that will represent and connect them with their community in a unique and authentic way for many years to come. We were grateful to be invited to the Kira AGM to launch their new brand, announcing it in collaboration with our friends, the Kira Council and providing their audience a background as to the rationale that underpins and supports this new and engaging brand.

Although we went into the brand refresh exercise with a viable ‘menu’ of marketing collateral we felt we needed, the Key2 team were ever so flexible as we morphed our understanding of areas of the market we needed target and regularly modified our requests. They were consultative and solutions focused with access to the full suite of product development people to help. No request was too much with Alan making himself available to help launch our refreshed brand at our AGM with our clients. A genuine one stop shop from consult, to design, to product at your door – and all done with a real focus of understanding the brand and evolving for the future.

Vik Jeyakumar, CEO, Kira Community Services

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