Kurios rebranding
My Role
Growth Marketing Lead
Team:
Branding Agency
Kurios Cofounders
Objective
Making Kurios reflect a modern and technological brand, inspiring trust and consistency across all its communications.
Timeline
November 2020 - Feb 2021
Overview
When I started working at Kurios, there was a misalignment between what Kurios was and how it was being presented outwardly. At that time, its true identity was not reflected in its branding.
As a Growth Marketer, I led the rebranding project for Kurios, aiming to modernize the brand identity to show Kurios' real personality and tone.
I proposed to our CEO to undergo a rebranding initiative, and the idea was approved.
I led the project from beginning to end, found and partnered with a brand agency, and supervised the implementation across all internal and external brand touch points
The brand before
The brand had various communication issues. It lacked consistency, had different fonts for various publications or formats, lacked a defined color palette, and used different shades of purple and blue.
There were inconsistencies in iconography and images, lacking a defined style, leading to the use of diverse styles. Sometimes a colloquial language was used, and sometimes a formal one, resulting in an undefined communication style or tone.
All these issues together made the brand appear unprofessional and lacked credibility. We believed that we were at a stage in the company where it was important how we presented Kurios externally and how users perceived it at first glance.
The process
We had two communication objectives:
Modernize the brand
Our goal was to leverage our visual language so that Kurios could be perceived as a contemporary brand that accompanies its customers on the path to the future.
Propose a unique visual language
We needed a powerful visual identity so that all our communication pieces catch the attention of our stakeholders and make it very easy to recognize who stands behind them.
Target audiences
Communicating the target audience to the agency was crucial to understand who we were addressing and to define a language for them. Kurios is aimed at professionals within corporations but divides them into two groups: digital teams and decision-makers, and individuals seeking to enhance their professional path.
B2B
-
VPs, Directors, other decision-makers
-
Digital Teams such as squads and product teams
-
Digital Business Units, E-commerce, Marketplace teams
-
Marketing, sales, and data teams
-
Human Resources Team
B2C
-
Kurios also targets individual contributors to upskill, and prepare themselves for high-level positions in the fields of innovation, within any company or to grow their start-up.
Keywords that represented Kurios
We had a meeting between the team and the agency where we brainstormed words associated with the company that we wanted to see reflected in the new branding. We chose the ones that were most frequently repeated.
Intelligent
Agile
Cool
Precise
Sophisticated
Minimalist
Solid
Powerful
Energetic
Brave
Tech
Adjectives that we wanted to avoid
Also, we brainstormed words we didn't want associated with the brand, ensuring they wouldn't be reflected in the new branding or communication. We summarized the most frequently mentioned ones.
Traditional
Improvised
Local
Complicated
Superficial
Mediocre
Unfulfilled
Consultants
Inexperienced
Visual identity
In the following meetings, the agency showed us different options and directions to take with the brand. Together, we chose the visual system characterized by gradients.
The visual system was based on the concepts of light and movement. That is the graphical interpretation of the role that Kurios plays with our clients: illuminating the digital future of companies and individuals who engage in our training and supporting them in their professional development, which needs to remain in constant motion.
Color palette
Something we were very clear about within Kurios was that we wanted to stand out from other competitors, and blue was a color heavily used in the education industry.
So, we sought more vibrant options that would be easy to remember. Ultimately, yellow and green remained as the main colors, with black as a secondary color to be used for typography, lines, and icons.
Logo and its uses
To ensure readability and accessibility, we determined that the brand's background colors and typography colors should only be these 4 versions
Typography & Iconography
The new brand
After selecting all the new branding components, it was important to see them applied across the main formats we used for both marketing actions and various internal and external communications.
Here, we can see how the brand became consistent across different formats, enhancing brand recall for the user and giving the brand a professional appearance.
Social media posts
Corporate deck
Website look and feel
Certificate
Outcomes
The education business relies on trust. It was crucial for Kurios to convey that credibility, and the previous branding wasn't achieving that goal. We revamped the look, feel, and communication of the brand to position it as modern, agile, technological, and to inspire professionals to bring out the best version of themselves.
The new branding was used upon entering the Y Combinator batch in the summer of 2021.