The platform for growth. Tailored to the needs of each partner, this may include: current brand analysis, competitor analysis, research into consumer expectations, survey of industry trends, study of market situations or custom-developed analyses.

Research will not prescribe the outcome of Keen’s creative process; Keen does not work by formula. Our work is a careful blend of science and artistry. All research serves as a key resource for strategizing and creating a corporate identity. It aids us in defining the scientific framework upon which the art will be built.

The scientific framework. The blueprint that answers the question: what is the vision for the future?

Defining the brand strategy is critical to our working process and a pillar of our brands’ successes. We design towards strategic ends instead of blinding our clients with dazzling fireworks and treating commercial objectives as secondary.

Following the strategic goals laid out in the Brand Strategy sessions, the Concept Team develops a comprehensive Brand Culture. Using the concept of ‘culture’ as a model for brands, we describe your Cultural Traits, Stories, Spaces, Objects and Materials, Customs, Language and Communication Methods. The Design Team translates this Brand Culture into an expressive Visual Culture, a visual identity encompassing overall aesthetics, logo, typography, colour schemes, photo styling, brand–specific motifs and graphic elements, etc. Brand Culture, Visual Culture and sample applications are then included in a comprehensive Corporate Identity Manual.

Based on the Analysis & Research, Keen’s Digital Team creates a Digital Strategy that will include goals and format of the website, micro site development, search engine optimization, e-marketing, online advertising. The Digital Strategy unites technical expertise, web design expertise, e-marketing expertise and branding expertise.

With a strong core firmly in hand - with a well defined brand personality and objectives - Keen designs and produces communications that share your vision with your audiences.

Just like any culture in the world, a brand’s culture will evolve in the long term. Periodic small–scale or comprehensive brand reviews benefit your company or organization by allowing you to re-assess and fine–tune your brand in light of current realities – evolving product, changing markets, changing competitive sets, or simply to clear some of the dust away and remind your audience how exceptional your brand already is.