Amino approached KISS to define the optimum direction for its brand following the recent acquisition of a US based competitor, Entone, and Finnish cloud TV company, Booxmedia.
Following a period of market immersion during which we analysed Amino’s global competitive set and talked to key stakeholders, we facilitated a brand articulation workshop with senior team members in the UK and US in order to articulate the brand’s vision, mission, proposition, personality and brand essence.
Articulating what the business wanted the brand to stand for ensured a single-minded creative brief with a clearly differentiated tone of voice.
After defining what the brand stood for, we then created a new, arresting visual identity for the brand, and worked closely with Amino to demonstrate how this would impact on Amino’s product hierarchy and filter down to individual products in its range.
Since developing the identity, we have rolled the brand look and feel out across Amino’s marketing communications in just 12 weeks in order to have the new brand ready for unveiling at Mobile World Congress in Barcelona on February 22nd.
As part of this, we has developed both internal and external collateral to communicate the brand repositioning, including exhibition stands, printed collateral, a new corporate website, an internal microsite, video assets, annual report and email template.
In addition to the visual identity, we has worked with Amino to help develop its thought leadership and written content.
Our Managing Director, Sarah Reakes said: “The Amino project has been a really exciting job. As well as having to quickly immerse ourselves in a complex and fast evolving market, we have managed to recreate the Amino brand and implement it across a suite of marketing collateral within just 12 weeks. It’s a project that we have enjoyed immensely and we are very pleased with the final outcome. We look forward to working further with Amino to continue to develop its brand presence.”
Joe Coles, VP, Product Management & Marketing said: “KISS responded to a complex and time short brief with energy, great designs skills and strategic clarity. They have created a new identity that brings three businesses into one single brand; propelling us visually into an exciting new phase for Amino.”
Amino is headquartered in Cambridge and listed on the London Stock Exchange Alternative Investment Market (AIM symbol: AMO).