Originally a digital TV channel for the new generation, in 2022 Kyra relaunched as a platform to bridge the gap between brands and creators, becoming a leading startup in the creator economy landscape. The brief was to provide Kyra with a new brand identity to support their updated platform and vision. The brand has expanded from not only being a place for creators and brand to connect, but also providing creators with a marketplace to significantly expand that service, all supported by innovative tech to help empower a digital generation. The brand identity was to be delivered to an in-house team.
The creative idea was to provide Kyra with a flexible brand, that was able to initially target the brands gen-z target market, whilst providing flexibility and longevity to expand and grow over time, becoming a recognisable and distinctive identity relatable to all generations. It was important to connect with the diverse and energetic nature of the target audience, reflected with a powerful logotype in varying expressions, supported by a variable, multi-functional typographic palette allowing the brand to be both expressive and serious at the same time. Energy, pace, variety. A comprehensive and riding set of guidelines were produced and provided to an in-house team allowing them to take ownership of the identity itself. The style-axis was generated to provide their in-house team with an easily understandable approach to using the variable typography with correct texture and contrast. The asset pack also included custom stickers, brand toolkit, sub-brand identities, app design, animation.
