Kimspiratie Brand Identity – Case Study

Client

Kimspiratie

Kimspiratie Communicatie & Evenementen (Communication & Events) is Kim van den Wijngaard. Kim is a Freelance Communication Consultant and Project and Event Manager. After previously working together on images for the NWO event Synergy 2020, Kim approached Mr. Upside for a re-design of her own corporate identity.

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Tools used

Adobe Illustrator
Adobe Photoshop
Sketch
Invision

Involvement

Brand Identity Design
Communication Consultancy
Art Direction

Word-of-mouth

Kim is a connector, consultant, Project Manager and concept developer. New assignments mainly come in through word-of-mouth advertising and her human network.

Kim can be found online via the various Social Media channels. And her own website, which clearly needed to be renewed. It wasn’t responsive, among other things.

Kim started her business five years ago but for practical reasons she never had her corporate identity professionally done by a designer.

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From content to communication

Professionalism and distinctive character

Kim’s existing brand and brand expressions no longer reflected the current professionalism and distinctive character.

Kim distinguishes itself from the competition by a strong focus on content. Many of the events in which Kim is involved are initiated and organized by the Dutch cultural sector and (semi) government institutions. Kim is able to delve into the, often complex, subjects that these institutions work with. Her strong focus on the content makes it possible for Kim to provide consultation in a unique way. To shape the communication based on and derived from the content.


No content without frames

Representing an abstract concept such as “content” is a difficult challenge. Even more if you also want to establish an emotional connection with the target group. The contrast between content and communication is challenging but also extremely interesting. 

In principle, content is always directed inwards. Communication is directed outwards.

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Creative concept

Content is defined by a framework

Content is defined by a framework, by its frames. Displaying content without frames is impossible. This can be used as a visual metaphor for communication and the presentation of topics an event is presenting. The “k” of Kimspiratie controls the communication from the core, from the content.


Art direction

Kim comes across as a down to earth person, averse to drama. She is to-the-point, organised and very experienced. Kim is a woman, a bon vivant, an approacher and reliable. With both feet on the ground, versatile and pragmatic. Dutch :)

Kim is Kimspiratie.

Because the logo represents a solo entrepreneur, the logo should clearly reflect these personality traits and core values. Sober, without too many antics. Feminine and powerful. Drama, too much details and curly lines should be avoided. Striking, opposite colors can represent the apparent contradiction between content and communication. Communication The fifth anniversary of the company was a great moment to show the new corporate identity.


Website

The corporate identity that was developed also had to have a strong digital component, since much communication from Kimspiratie takes place via online means such as Social Media. Mr. Upside translated the shapes and colors from the logo into appropriate online typography.
 
The UX (wireframes + clickable prototype) and the UI (user interface) of the website were also designed. The design was modified in a number of rounds in collaboration with Kimspiratie and after approval quickly built in Wordpress with the help of Visual Builder Elementor.
 

One page website

One page proved more than sufficient to display all crucial information. In an earlier prototype Kim’s full portfolio was presented on a Case Overview page leading to a Case Detail Page. But there was little need for a complex website in the past and it was expected that this would not be the case in the near future. Would there be a need for a more extensive, multi-page website in the future, the website could easily be expanded with multiple pages. 

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Conclusion

Translated

A beautiful corporate identity has been designed. With a creative concept that reflects the services of Kimspiratie in an appropriate way. Subsequently, the corporate identity was successfully translated into a portfolio website that shows the past projects well.

Mr. Upside also took care of the technical part, building the portfolio in Wordpress. Currently various collateral and a set of illustrations is designed that will extend and enforce the Kimspiratie brand identity.

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