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.
In the process of rebranding one of Kin On’s goals was to find a way to easily communicate what the organization stands for and help unveil the new brand to stakeholders.
Two videos were developed to address this challenge. One, focused on Kin On’s community impact, was created to be used primarily at Kin On’s large annual gala event, their principal fundraising event of the year. The other video is an explainer style that can be used for a variety of audiences to quickly communicate the Kin On brand.
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 videos support the new brand and act as tools to continue to educate the community about Kin On’s service offerings.