Protégé Kita
Challenge
The problem we encountered early on was that the brand guidelines were not fit for the purpose. There were no style guides for us to refer to and we all got was what it should be. The design brief to is to create a consistent look and feel for all their marketing collateral. We conducted our own visual audit to highlight and evaluate the brand inconsistencies and irregularities throughout the initial Protégé Kita’s marketing kit. It became apparent to both FASTARTUP and Singapore Malay Chamber of Commerce & Industry (SMCCI) that action had to be taken to review and push forward some fundamental changes that would strengthen their public facing materials. SMCCI’s Protégé Kita required a solution that was not radically different but something that evolved and solidified its core look and message without facing the public with a bland marketing effort.
Solution
The first step was to conceptualise and propose a much refined and clean Protégé Kita’s logo and to create one master version so as to avoid any dilution and inconsistency. Once the design for the logo was agreed the next stage was to create a brand style that would reflect the essence of the entrepreneur’s challenge. This would include all the basic elements to maintain and administer ie colour, typography, imagery and a visual structure to hold the elements together.
Results
It was important for SMCCI to get their staff and relevant partners onboard with the whole process so FASTARTUP were invited to present to all key staff members and followed up by a Q&A. This enabled FASTARTUP to get valuable feedback and receive full support for the move towards the brand refresh. The exercise was seen as extremely valuable and was a complete success.
fastartup.com
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