Rebranding A Legacy.

Background

KPFF, a leading engineering firm, approached us with an initial request to design a new website. However, early in the process, it became clear that their brand identity also needed a closer examination. With a 25-year legacy tied to their existing logo, the challenge was to modernize the brand without alienating long-standing clients. Our task was to evolve the identity, preserving KPFF's reputation for excellence while preparing them for a digital future.

Challenge

The main challenge was balancing tradition with transformation. KPFF’s existing logo carried decades of history and trust, making a complete overhaul risky. The rebrand needed to introduce a bold, modern identity that felt fresh without losing the familiarity clients relied on. Additionally, the decentralized nature of the organization required the new identity to be flexible enough to resonate across 19 different locations, while unifying them under core brand values.

Approach

Our process began with branding and UX workshops, engaging over 100 principals across the organization. These sessions focused on educating stakeholders on modern brand identity in a digital context and gathering insights on KPFF’s core values. We adopted a strategy that would honor the brand’s established legacy while moving it forward, focusing on key elements:

1. Evolutionary Design - We aimed for subtlety in the transformation. Rather than a complete overhaul, we evolved the existing logo, maintaining its recognizable elements but modernizing its lines, weight, and simplicity.
2. Values-Driven Color Palette - Recognizing the power of color in brand recognition, we developed a vibrant palette reflecting KPFF’s five core values. This system allowed each of the 19 locations to maintain a unique flavor while aligning under a shared ethos, supporting their decentralized structure.
3. User-Centric Digital Presence - With a strong brand platform in place, we designed a website that combined KPFF’s rich culture with an elegant, responsive layout. The design put human stories and project visuals at the forefront, balancing the needs of prospective employees with those of future clients seeking insights into the firm’s expertise and ethos.

Solution

The new brand identity emerged as a modern, bold evolution of KPFF's original logo. It was designed to subtly communicate innovation without straying too far from the established visual elements. The color palette, rooted in core values, empowered each office to express its individuality while still connecting to a unified brand ethos.

The website design brought KPFF’s culture to life, featuring visually engaging layouts that highlighted beautiful projects and the people behind them. This responsive digital experience ensured that clients could easily access relevant information about projects, services, and locations, while future employees gained a clear sense of KPFF’s dynamic work environment.

Key Takeaways

Midway through the project, KPFF decided that the reimagined identity, while bold and modern, was too radical a shift from their established look. They chose to use the foundational work we developed as a tool to refine and gain broader consensus within their decentralized structure.

Ultimately, this project underscored the importance of a strategic, research-driven approach to rebranding. Our workshops facilitated self-discovery within KPFF, helping them to define and stay true to their values while considering future growth. We’re proud to have been a part of their journey, laying the groundwork for an identity that bridges tradition with progress.

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