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DESIGNING FOR CLARITY

Bringing the brand into focus

KEL Design & Procurement brings lighting design, product procurement, and cost consulting together under one integrated approach. By combining creative lighting expertise with the practical realities of pricing, availability, lead times, and value engineering, KEL helps projects make better decisions from design through delivery. As the company continued to grow, its existing visual identity needed a more developed system to communicate the depth and value of that offering.
We were brought in to elevate KEL’s proposals and branded documents while expanding the visual foundation they already had. Rather than replacing an established identity, we built on it—developing a more complete brand system and a set of presentation tools that could communicate KEL’s expertise with greater clarity, consistency, and confidence across different projects and audiences.

WHAT WE DID

  • Brand guidelines
  • RFP master document

Expanding the visual system

Working from KEL’s existing logo and core visual language, we expanded the identity into a more structured and versatile system. The brand guidelines established clear direction for typography, colour, imagery, layouts, and application, while redesigned brand collateral translated that system into practical communication tools. Each template was built to be flexible and easy for the KEL team to customize, keeping future presentations consistent without limiting how they tell each project’s story.

Designed to communicate expertise

The result is a more complete brand system that gives KEL the tools to present its expertise with greater clarity and authority. By extending the existing identity into a cohesive visual language and adaptable presentation templates, the brand now has greater consistency across the moments that matter—from introducing its capabilities to presenting project-specific solutions. The system creates a stronger foundation for KEL to communicate its integrated approach and continue building its presence within the industry.

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