Kern Branding & Site Redesign

BACKGROUND

Rebranding a Creative Agency

In 2023, Kern Agency (an Omnicom Agency) was exploring a new brand & site refresh. They were a CRM agency who has partnered with a lot of communications & media companies but also focused on the health industry. Working with the strategy team, we focused our brand refresh on serving the healthcare industry as a primary market.

Rapp, Kern's parent agency (also an Omnicom agency) had officially closed Kern Agency by the Fall of 2024 and the project was sunsetted in the Spring of 2024.

Project Plan

Brandind Strategy

Design Research

Graphic Exploration

Concept Implementation

Presentation

Research / Strategy / Exploration

01 / Intro

02 / Brand Message

03 / Brand DNA

04 / Visual Anthropology

05 / Visual Anthropology

06 / Color Study

07 / Color Study

08 / Color Theory

09 / Color Theory

010 / Color Theory

011 / Color Theory

012 / Color Theory

013 / Typographic Exploration

014 / Typographic Exploration

015 / Graphic Implementation

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Color Palette

I used visual anthropology to explore a color palette that would align with an industry that Kern Agency had wanted to focus on (healthcare).

Charcoal Blue

#36454F

Champaign Pink

#f0d8cc

Roquefort Blue

#B3C7CC

Laurel Sage Green

#a9ba9d

Typography

We wanted to feel inviting, comfortable, sophisticated but not overly sophisticated. I felt Neue Haas Unica was a beautiful versatile typeface that was a modern take on sans serif that was its own.

Logo refresh

Because Kern Agency had already established its identity, we didn't feel it to be necessary to explore complete new logo designs. We wanted to modernize an already established identity.

The first thing I wanted to do was take it out of the box. The box left a lot of unused space and felt constricting. Liberating it out of the box was (believe it or not) controversial internally, but eventually accepting of it. I also wanted to minimize the importance of it being an Omnicom agency. I also wanted to fix the kerning between the letters for better readability.

The refresh was well-received and much excitement was building up, but unfortunately Rapp had determined to move forward closing Kern Agency.

SalonFox App

Qlaude Eyewear

FamilyFinder App

BCBG Retrospective

American Apparel Brand Book