Kilkeel Development Association, known as KDA, was established in 1991 with the primary aim of addressing the economic and physical decline of Kilkeel. For the 25 years KDA has worked continuously to identify opportunities for the global and integrated regeneration of Kilkeel.
Reason for Rebrand
2016 is the 25th anniversary of the organisation, a time to celebrate the achievements of the past 25 years but also an opportunity to look to the future. The directors thought this an ideal time to readdress their branding as the existing one had become tired and outdated.
Problems to be addressed
The organisation did not have a brand as such – only a logo. There were no guidelines in place for the brand and there were no significant messages associated with it. The logo was mostly seen on material produced by projects funded by the organisation and was not legible in its use.
Solution: 1440 Brand Pilot
Brand Discovery: During our Brand Discovery session we worked on the organisation’s core values, the purpose of the brand and who it really needed to appeal to. We looked at what they had learnt from the past and where they saw the organisation going in the future.
Primary message: Make Kilkeel a better place to live, work & visit
Target Market: (Decision maker) Funders (Influencer) Politicians
Brand Identity: A simple and professional approach, directly aimed at funders, was taken in the build of the identity. KDA offices are located at a port and a great deal of projects they produce are affiliated with the sea. A major requirement of the rebrand was to include an element that reflected this. In doing so, we created a wave through the letters that also represented the backdrop to Kilkeel – the Mourne Mountains.
Guidelines were provided detailing the correct use of the logo across a range of media. These insure that the logo is reproduced legibly on all projects funded by the organisation.
Logo before rebrand (left)
Pictured: Director’s Pin Badge, Business Cards, Home Page, Brand Guidelines
(Outcomes to follow: Signage / Website / Exhibition Material)
The KDA brand is now clearly recognisable and the organisation has been provided with the tools to ensure its correct application is used on any associated materials. In doing so, they have also received a clean and simple identity that be used to represent the organisation for years to come.
A brief message from the client
1440 Design developed a brand that reflected our core values, aims and objectives and our location. KDA is celebrating it’s 25th anniversary this year with a brand that properly reflects the delivery of over £11.5million of investment across over 150 projects for the betterment of the wider Kilkeel and Mourne community. KDA now has a brand that will move confidently into the future.
Chief Executive at Kilkeel Development Association