Kai Digial Media is a digital advertising company from Louisville, Kentucky. They partner with large-campus businesses like hospitals, universities, event centers, hotels etc., to provide and install large format LCD screens. The screens then display current events for the organizations or businesses, as well as advertiser’s messages. A partner and I worked together to create their logo Design, tag-line, brand identity, brand guidelines, marketing materials, text production, all print materials, as well as to design and program their website. The major challenge faced in the creation of this brand and it’s materials was to avoid a feeling that the company’s product is too high-tech to create a
friendly feeling when displayed throughout campuses. The concern was that the organizations targeted would find the idea of integrating screens onto their campuses to be cold or unfriendly, so we were searching for a solution that felt both welcoming and sophisticated. At the same time, Kai is indeed a high-tech, digital company growing from the roots of the digital advertising age. The balance we reached comes from the Fractal, which serves along with the RGB colors as the logo’s background. The shape is simultaneously soft and advanced, it contains movement but also lends itself to the high-tech feeling for which the company stands .