I love the opportunity to uncover something new. Like an ownable, differentiated process that brings incredible value to my client’s business. While helping Kerkstra with their brand refresh, I helped them find a unique space in the market place while building a plan for their aggressive growth goals.
The opportunity: Help Kerkstra, a Michigan-based precast concrete manufacturer, find its unique place in the industry to become a collaborative, go-to partner for their customers.
The Process: Through qualitative research and collaboration with their team, I helped uncover what Kerkstra offers that no one else does - a differentiated process that’s custom built around each project.
End result: Now Kerkstra has a defined brand identity that clearly conveys the intrinsic benefit of partnering with them as a complete structural solution.
The Logo
My primary goal was to modernize and evolve the logo and keep some of the brand equity that Kerkstra had in the market. I chose to drop "precast" from the logo to better align with long term goals. The "K" icon forms a unique shape that symbolizes strength with a purposeful connection. I kept the blue color and chose gray as the secondary color to associate the brand with reliability and security.
Leveraging the value of strong connections
From their products to their people, the core of Kerkstra is really rooted in the integrity of their connections. That’s how we developed their core purpose: Connecting with Integrity. We needed to convey how they integrate strength, confidence and reliability into everything they do.
Taking a process to the next level through branding
During our conversations with their team, we discovered that precast is different than most products. And Kerkstra is different than most precast manufacturers. They manage every step of the process — from inception to installation. So, we branded the End-to-End Process — and made it ownable. And now, it’s a huge differentiator that they can sell through engaging content like videos, interactive infographics and case studies.
Internal Brand Video
Inspiring a stand out visual identity
We utilized the unique angles of the updated Kerkstra logo to inspire a visual grid that can be used across a wide variety of applications.
