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Branding for a Bright Future

KRESA was seeking help with finding a branding solution for its various Career and Talent Development programs that would take place at the newly constructed Career Connect Campus in Kalamazoo.

After brainstorming and conducting ideating sessions along with several focus groups, LKF crafted the main message that KRESA is the go-to destination for Career and Talent Development in Kalamazoo County and beyond.

After gathering input, we did journey mapping to get in the minds of KRESA's target audiences and utilized design thinking to develop empathy maps and other tools to help shape our messaging to a huge variety of audiences. Ideas were brought before many groups—students, principals, superintendents, parents, etc. and resulted in the engaging logo and tagline that we have today.

Services Provided

Account service, copywriting, experience design, graphic design, strategic planning, vendor management

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