Creating New Brand Identity of the KUT Association
Project Description
The rebranding of KUT Association, a non-profit organization, was a project designed to modernize its identity, enhance its appeal, and reflect its mission of fostering personal growth, entrepreneurial spirit, and networking opportunities.
Project Credits
Creative Direction:
Ivan Biošić
Release Date
December 9, 2024
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About the project

The rebranding of KUT Association, a non-profit organization, was a project designed to modernize its identity, enhance its appeal, and reflect its mission of fostering personal growth, entrepreneurial spirit, and networking opportunities among its current and future members. With a focus on creating a cohesive and dynamic visual identity, the rebranding process was structured to align with KUT’s innovative and forward-thinking ethos.

The existing branding of KUT lacked the vibrancy and sophistication necessary to resonate with its target audience of students and young professionals. The organization needed an identity that balanced professionalism with approachability while maintaining flexibility for future growth and digital application. The goal was to create a versatile visual identity that could be effectively utilized across platforms and sub-brands, ensuring consistency and recognizability. New, clean and modern wordmark conveyed reliability, while the brand mark incorporated dynamic, motion-inspired elements symbolizing personal development and networking. These design choices reflected the association’s core values of growth and connectivity.

Creating New Brand Identity of the KUT Association
Creating New Brand Identity of the KUT Association
The solution

The rebranding began with the creation of a new wordmark logo and brand mark that encapsulated the dual aspects of professionalism and playfulness.

The visual identity was extended to include a vibrant color palette, with Active Blue and Dreamy Blue as the primary colors, supported by energetic secondary hues like Growth Green and Motivating Purple. These colors ensured a youthful yet professional aesthetic, adaptable for digital and print media. Gradients and geometric patterns were introduced to bring a sense of movement and depth to the branding.

To cater to KUT’s diverse initiatives, a branded house strategy was developed, organizing its sub-brands under a unified visual framework. Sub-brands were visually connected through consistent typography, color usage, and design elements, ensuring a cohesive look while allowing individuality. This strategy reinforced the association’s overarching brand identity while enabling flexibility for specific programs.

The typography for KUT’s rebranding combines the modern and approachable Quicksand font as the primary typeface, emphasizing clarity and fluidity, with the versatile Montserrat as the secondary font for supporting text. This pairing creates a balanced visual hierarchy that enhances readability while reflecting the association’s innovative and dynamic spirit. The consistent use of font weights and alignments ensures a professional yet engaging look, adaptable across both print and digital platforms.

Results

The fresh visual identity resonated strongly with its target audience, fostering greater engagement and awareness. By creating a dynamic and adaptable branding framework, KUT now has a robust foundation to support its growth and initiatives well into the future. This rebranding effort successfully transformed KUT from a dated organization into a vibrant, recognizable brand poised to inspire its members and expand its influence.

The rebranding of KUT positioned the association as a modern, forward-thinking organization while retaining its core mission.

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