KAS "A Seat At The Table"
Transforming Cultural Norms Around Women: Branding A Solution Oriented Podcast Series
Project Type
Branding
Challenge
“A Seat at the Table” is a podcast series by Konrad Adenauer Stiftung (KAS) aiming to create solution-oriented conversations in the MENA region to transform mindsets around possibilities for women.
They commissioned Blue Hat to come up with a branding strategy that reflects their purpose which is to provide emotional and practical advice and takeaways for women at the crossroads of transformation.
Intervention
Our team kickstarted the project with insight-driven research of trends and different case studies in order to define its unique selling points, followed by a thorough branding workshop which consisted of exercises to develop the brand personality, core values and design characteristics like color palettes and visual styles.
Results
The podcast’s identity revolves around a squarish white window with dynamic linear sound waves in the background connoting the progressive discourse and storytelling occurring around the table. I
nspired by the squarish and geometric shape of the original mother brand's logo (KAS), the proposed direction reflects a similar play on negative space while giving the podcast identity a more youthful, current and modern feel, further accentuating the Magician brand personality which is all about transformation and amazement.
The color selection demonstrates a balance between warm colors (yellow and orange) and cool colors (navy and blue). The colors are combined using a gradient technique to reinforce the brand’s core values of impact, positivity and dynamism while giving a nod to the mother brand's (KAS) color which is the corporate navy introduced subtly in the recommended color palette.
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