The brand advantage of KYBAC is there is more of a consumer attraction aspect to the model than some other investment funds. Bourbon carries a status factor to it, it’s viewed as an experience as much as it is a product.
The new brand marks, palette, and messaging platform will embrace that experience and offer the investor a glimpse into the making of their investment. The new marks are uniquely built for KYBAC, creating a solution that can be replicated on digital, print, and fabric mediums consistently.
The core messaging and short-form lines should carry a variety of tones. More non-product feature-specific angles should offer a sense of inspiration and curiosity, allowing the viewer to interpret what these words mean to them and how they can imagine themselves in your brand story.
Product-specific messaging should still be creative but more direct to what problems your product solves.
Homework pays off. We leaned heavily into our research, moodboarding, target audiences, and industry to arrive at truly storytelling marks. The ideation process went into several hundred individual concepts through multiple stages.
The result was not one but several appropriate and tactfully useful primary and supporting brand marks. Each of these are institutional enough for the financial industry, however maintain the thematics that make bourbon sexy.
The KYBAC wordmark is custom-built with a nod to traditional alcohol-based typography in subtle serifs and angles. This solution is functionally sound and appropriate to use in the more foundational needs the investment messaging will require.
The horizontal version is intended to make a clean read from left to right while carrying fashionably wide letter spacing. The horizontal version will be the primary wordmark and used in applications that allow well for its size, like web headers and stationery. The vertical version is intended for smaller spaces that are more square in ratio versus the long format. This will allow the characters to maintain their readability in tighter conditions.
The KYBAC icon is a custom-built graphic intended to embody the personality of the tangible product. Bourbon historically carries a status factor in its visuals, using custom typography with scrolling and depth. The KYBAC icon is the simple acronym built to look like it would belong on a bottle label, this helps reinforce what the investable product is, considering it will not be present in a drinkable sense.
While many Bourbon brands are more ornate and decorative, the simplicity of the icon is intentional. The brand should speak to Bourbon as a product, not shout it. The icon’s clean non-ornate lines and subtle spurs offer the tone of an alcohol brand while still being tasteful and structured enough for the investment audience.
An angle that the KYBAC investment model carries that many funds do not is the marketability of the investment product. Many new brands gain traction quicker due to their consumer appeal visually. The goal with any brand, and especially one with the monetary investment level of KYBAC, should exude confidence and help the viewer feel like they are in the distillery tasting room themselves. KYBAC can take advantage of that philosophy through branded merchandise opportunities that can display the brand in the same promotional items our audience would use in the high-end bourbon drinking experience.
Any color palette should provide a mood and inspire, allowing it to speak on behalf of the brand even without other elements present. The KYBAC color palette pulls tones directly from the product and process (Amber, Oak) itself while merging with more foundational colors (Bronze, Blue, Silver) that evoke wealth and structure.
Versatile San-Serif with eighteen weights for all production uses in digital and print communications. This Google Font should be used primarily in product and technical-specific copy due to its readability at smaller sizes.
Stylish Serif Google Font with fourteen weights intended for product marketing and story-driven headlines, quotes, and short-form supporting headlines.
Stylish Serif Google Font with five weights intended for product marketing and story driven headlines, quotes, and short form supporting headlines.
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A significant degree of science is behind the interaction of a building and its visitors. Distance to typography size ratios, line-of-sight placement, cognitive patterns, physical barriers, and design simplicity are just some considerations when building a functional way-finding strategy.
When navigating a space, visitors look for three keys: information, engagement, and efficiency. How each of those aspects is delivered is where the psychology behind user habits comes in. Information is always the primary focus; providing clear and concise directions to destinations and features is necessary for the user experience. However, it can quickly become a negative visit when visitors are left in limbo and frustrations grow over navigation. These experiences, both positively and negatively can have a direct impact on your brand.
Many tend to think inspiration is not a central need in non-retail spaces. We tend to believe the opposite. Retail requires quicker decisions and navigation. The visits are shorter in time, and the reasons for visits are less broad than those in an educational or municipal space. Engaging with audiences in spaces with repeat visitors and frequent functional needs is where your brand can play an important role. Your brand story and why it matters to the viewer should be prominently displayed in thought-provoking ways to capture imaginations, build offline awareness, and, ultimately brand ambassadors.
The ultimate goal of this experience is guest retention. The odds of gaining an audience and getting them to engage with you again via future visits, social media, purchasing, or referrals depend on your connection with them. Way-finding and brand implementation are great opportunities to showcase your care and concern toward your audience. There are also opportunities for interactivity via technologies beyond traditional signage. Digital signage, mobile device interactions, and social media opportunities can elevate viewer engagement.
The experience of getting from point A to point B in a building should be much like navigating a website, efficient. As we all navigate online experiences, they can quickly make the process of absorbing content or making purchasing decisions either smooth or mentally taxing. Now think about your space as if it’s a website; when visitors can get where they need to go quickly, it increases the odds of positive referrals and return visits, or they can get stonewalled. Their brand interaction with you can become harmful.
Strategies to incorporate properly placed visual triggers and clear communications along every path of a visitor’s journey can ensure their visits are efficient. When visitors feel unencumbered with their ability to navigate a space, it decreases the chances of frustrations and confusion when they ultimately reach their destination or interaction. The speed at which we all consume content in media these days is breakneck; we scroll fast, click fast, and type fast. These are the same audiences in your space; keep up with them.
Below are some insightful articles on branded environments and way-finding effects on visitor habits and psychology.
Saint Emblem seeks an insightful, diligent, and organized Marketing/Communications Strategist to generate effective promotional strategies for our clients and agency.
The Marketing/Communications Strategist is a hybrid role, also requiring proficiency in managing creative projects, campaigns, and client objectives. This individual will be task-driven, responsive, and take an assertive approach to problem-solving.
To succeed in this role, you must be able to research consumer and client metrics, translating this information to Saint Emblem branded campaigns. The Marketing/Communications Strategist is primarily an idea-generating position within a creative agency, making the ability to bring unique and tactful thought to the table key.
About the Agency:
Saint Emblem is a small team based in Chattanooga, TN, specializing in brand and marketing strategy. Our philosophy is that great brands are created with a story-first approach, understanding the client’s and audience’s mission and goals before ever putting pen to paper or pixel to screen. We push ourselves daily to deliver tactful solutions that take an extra step in the creative process, providing an elevated result our clients may not receive elsewhere.
Statement of Diversity:
Saint Emblem may be small; however, we think big in many regards. This is seen in a universal process of creative collaboration, no matter the size or theme of our clients. Our team’s creativity is best harnessed when the diversity of people and their thinking is embraced, regardless of ethnicity, sexual orientation, gender identity, religion, cultural beliefs, or physical/mental capabilities. These agency ideals are reflected in a spirit of equality, empowerment, and respect for those we work for and with.
Branding is all about fostering a connection with a message and, ultimately, the people behind it. We believe these connections can be generated or followed by minds of any background, providing a platform for all to feel welcomed.
Salary and Benefits: