Brand Identity & Tool Kit
// Modern Kid Press
The boutique publishing company wanted to first formalize their brand identity and voice to begin expanding their brand presence beyond Amazon.
Role
As the sole Digital Marketing Strategist working with the brand, I was responsible for auditing all existing print and digital assets, conducting market research and interviewing stakeholders in order to devise a brand identity tool kit to define and codify Modern Kid Press’ look and voice.
Strategy
When kicking off the project, the Modern Kid Press brand consisted of little more than a logo, a tag line, and an impressive catalog of 30+ Amazon top sellers. In order to grow the brand outside of the online marketplace, they needed a strong presence online and before they could build that, they needed a formal brand identity to unify their look, message, and voice.
I began with interviews of key stakeholders to learn their perceived vision of the brand and its mission. Following that, I organized guided brainstorming sessions with the MKP staff designed to clarify values, messaging, and brand expression. The interactive session saw participants sorting and ranking potential identity keywords, engaging in discussion about brand perception and voice, and then live voting on their favorites. Data from the session was then collated with stakeholder interviews and competitor analyses to form the foundations of the brand identity.
To define the look and feel of the brand, I first conducted a thorough audit of all existing MKP creative to identify common visual languages, palettes, and themes. I then used the data from our brainstorming session as a rubric to evaluate them based on brand alignment and worked together with Modern Kid Press’ in-house designers to refine.
Outcome
To conclude this project, I delivered the MKP team a complete brand identity including mission statement, brand values, voice, messaging map, visual style guide, color palettes, logos, uses, and more. The identity was presented in the form of a custom brand tool kit, with all brand guidelines, assets, and messaging collected together in one easy to access PDF, so the brand could easily reference, update, and disseminate to new hires or freelancers to facilitate onboarding.