KELSO: Transformer Parts & Co.

Introduction:

• Client: Kelso Transformer Parts & Co.

• Industry: Electrical Transformer

• Goals: Developing a Visual Identity and Stationery Branding that conveys the function of the transformers while also being visually appealing and having a modern and minimalistic look.

Challenge: The client didn't have any branding in place. As a new business venture, having an identity is very important as that is how your audience not only identifies you but also connects with you. This is why a fresh new branding can help with entering the industry with an identity that is unique and memorable.

Approach: Conducted research into the electrical transformer industry and understood how it works and types of transformers for a deeper understanding. The research also helped me understand competitors' identities, overused logos & colour patterns to stir clear of, and helped me strategies the visual identity.

Solution:

When I had the brand strategy call with the client before starting the project, they told me their brand values, brand story, target audience and how they wanted to connect with them.

Type: I chose a typeface that reflects the industry the brand is from. It's a Display Font, that is bold and modern. The san serif typeface ensures high readability and visibility and a timeless look.

Colour: Since the industry is electrical transformers, I took inspiration from lightening and electricity while curating the colour palette.

When I did my research, I found the colours red and blue to be very overused in the industry and that's why I wanted the colours that can stand out and not get lost in the crowd.

Symbol: My client's priority was for the logo to communicate the function of the transformer, and that is why my research helped me created a logo that is based on the "step up transformer". This type of transformer increases the voltage i.e. takes in low voltage and gives out higher voltage.

It was a challenge to keep the logo modern and minimalist while conveying the function of the transformer at the same time. After a lot of brainstorming and coming up with a variety of ideas, I created this logo which perfectly communicates the function while being minimalist at the same time.

The logo comprises of the transformer box which shows the change in the voltage, while having a bold "K" on it to make it unique to the brand and branding it as a KELSO product.

The visual used to represent the voltage in the logo has been also used as a visual element that is consistent throughout the branding. This can be seen in the business card, thank you card, envelopes etc. This creates a consistent and cohesive look that also serves as a reminder of what the brand does.

Result: A branding that goes beyond aesthetics and conveys a deeper meaning. It communicates the function of their product, all the while having a clean, modern and timeless look. The colour palette stand out among the crowd along with the symbol that is bold and unique. And the typography which subtly reflects the industry. The visual identity is consistent and cohesive across all platforms.

Conclusion: The branding helps the client enter the market with a unique and memorable identity. If you are looking for someone to tell your brand story through impactful design, feel free to connect with me for a FREE discovery call.