Kandji
In my current role as Creative Director at Kandji, I led a rebrand of the hyper-growth start-up. Kandji makes innovative software for IT and Security teams who exclusively manage large fleets of Apple devices. Our rebrand positioned ourselves as the most premium brand in the industry and transformed us from a start-up to a trusted technology partner. Under an aggressive timeline, we developed a new brand strategy, created baseline brand tracking, an updated visual identity, tone of voice, and an overhaul of all brand elements. My team created a new website and a series of out of home advertising to promote our new brand. We also worked with agency partners in Australia to deliver a best-in-class brand video.
Thank you to my amazing team who produced all this work: Ara Abcarians, Serge Farhadnejad, Anna Han, Chris Brunstetter, Justin Hearn, Alex Kuhkarenko, Alex Zappa, and our agency partners Reed Words and Never Sit Still.
A Bold Refresh
To coincide with our brand launch we wanted a visually brilliant video that would stop people in their tracks. I developed a concept for a video and then worked with the incredible team at Never Sit Still in Sydney, Australia who brought this idea to life. The video also ran as a digital out of home piece on the streets of New York City.
In a little over two years, the Kandji team had laid the foundation for a more high quality brand in the Security and IT space. My team went about creating a more deliberate and restrained visual identity. We removed the myriad of colors, shades, and gradients–replacing that with a stripped down monochromatic palette. We chose a golden honey color, which we call “Amber,” to be our brand accent color, used sparingly and purposefully.
Updated black and white logos above the previous mark
Updated primary color palette
One critical part of our brand rollout was Kandji’s first ever out of home advertising campaign. We chose to run billboard and transit advertising in two key markets, San Francisco and New York City. We leveraged the beautiful and sleek creative from our brand launch video for both the billboards and transit placements. We also ran 15 second loops of the video on more than 75 placements around Manhattan and Brooklyn.
My team was also responsible for a complete overhaul of the Kandji website, which included all new copy, imagery, design, and code. We transitioned from a simple one-page product experience to a multi-page experience offering an immersive and user-specific journey through our product. We crafted thoughtful headlines and copy focuses on the benefits of our platform.
We extended our new brand graphics to a series of digital and social ads. We also produced a shoot in Los Angeles as we felt it was important to include the human element in some of our new marketing and brand creative.
As part of the team build at Kandji, I brought in a talented Video Producer to help lead the creation of Kandji’s video program. We’ve been actively creating launch videos, event recaps, and (as Covid restrictions loosen) actual, in person case studies.
Rackspace Technology Case Study
Migrating to Kandji