Anatomy of a Sub-Brand. KBR Technology


In this case HOW does a small group of a big brand company make itself known in the world of its customers?

Make it powerful, simple, and about the client’s technologies. This was hard – as we set out to design nothing “technical” looking. We worked to find images that had just the right expression: Activity, growth, things in motion, people on the street – well, life.

We needed vivid and engaging colors to tell the story but not conflict with any brand standards. We selected colors from within the photo images. Each color choice is part of its environment, not part of a brand palette.

This campaign has five stand-out elements…

1. “HOW IN YOUR WORLD” – it’s the customers’ world

2. World photos – big local images

3. Colors – a palette from within the photos

4. Feature box – subject specific text

5. Small insert photo – KBR Technology professionals

And, strategically, two big brand tie-ins…

6. “Know-How Delivered” – a tagline extension of the big brand
is “We Deliver”

7. The logo is big brand, of course – the business unit TECHNOLOGY descriptor is nearby for the sub-brand customer

The creative team started with Richard Laurence Baron, Signalwriter, and included the Prism beans of Stacy Allen, Terry Teutsch and Susan Reeves.

Inspiration delivered by the clients at KBR Technology, of course.

KBR Technology: more examples.

KBR Brochure design

KBR Banners: Tradeshow display and Web advertising.

KBR Print Ads, plus a PowerPoint template. There is a post on Signalwriter, by Richard Laurence Baron about the development of this KBR Technology sub-brand.


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