We then needed to work out what our client wanted the Amino brand to stand for moving forward. To establish this, we ran a brand articulation workshop with key stakeholders including participants from Entone in California, who joined the workshop by video conference. The aim of the workshop was to articulate what the new (combined) Amino brand stood for – its purpose and proposition, as well as its personality traits and brand essence.
Once we had completed this exercise and produced a creative brief, it was time for our creative team to get their heads together. We presented three brand identity concepts to Amino, which ranged from a safer to a more disruptive option. Once Amino decided which identity to progress, KISS then produced a brand hierarchy, brand guidelines, logos, website (www.aminocom.com) and marketing collateral, as well as an exhibition stand for the MWC launch.