Rebranding and Organization Identity Development
Kin On has a strong history of serving the Chinese community in Seattle. However, over time competition has increased and Kin On began to feel market share loss to competitors and a lack of awareness and identity in the community about the robust array of services Kin On provides.
One of Kin On’s goals was to unify and clarify the brand. With multiple locations and a host of services overall brand awareness was low and there was some confusion in the market.
In-depth organizational research that resulted in a rebrand to convey their true identity.
The unveiling of Kin On’s brand happened at a major gala fundraiser with 500 attendees and generated $250,000 in donations. Kin On employee events introduced the brand with a culture shift and a series of team building events. The new logo is strong, recognizable and is easily used in online environments.