Breaking down and building up an IT solutions brand.
Refreshed visual identity and website help prokarma go from stealth mode to beast mode
PROJECT SCOPE
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Brand Strategy
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What They Were Up Against:
When ProKarma approached Speak!, the IT solutions firm was in the midst of an identity crisis. Outside of the company's leadership team, few employees knew how to express who ProKarma was. Externally, the company was largely unknown and and those who did know ProKarma viewed it as a staffing firm. From a visual standpoint, the ProKarma logo, graphic identity and website reflected poorly on a brand that wanted to be known for being on the cutting edge of technology.
What We Did:
Our goal was to change the market's perception of ProKarma by merging strong positioning and messaging with a vibrant design experience. Our discovery process included a brand workshop with 120+ sales employees at the company's annual sales meeting. Plus 1:1 interviews with leaders across the company. We took these learnings and got to work creating a brand opportunity report with recommendations on how to reposition the company for a future of fast growth.
Our logo exploration focused on expressing the idea of disruption that rose to the top during our discovery process. Additionaly the client asked that we incorporate the letters "p" and "k" into the wordmark lockup. The result was a "disrupted" circle that represents how ProKarma enables its customers to disrupt industries through digital transformation. From there we recommended a vibrant color palette that broke free from the conservative navy and beige approach they had been using.
Website
With a new identity in tow, all that remained in order to ascend higher was a website to bring the new brand to life. Our first step was to define a new information architecture that would make it easy for customers to understand and navigate ProKarma's slate of services and capabilities. From there it was on to wireframes, user journeys, designs, content and development.
Brand Book and Messaging Guidelines Give Structure to the ProKarma Story
To ensure consistent execution across all communications, Speak! delivered a comprehensive brand book.
More Awesomeness:
