Albert Kahn

Since 2006, SOZO | Pivotal has worked with this 116-year-old architectural and engineering firm. Our relationship began when the firm’s strategic board determined that it was time to embark on a comprehensive re-branding strategy. The Albert Kahn Family of Companies’ roots were firmly planted in the shadow of the industrial age and beginning of the automotive industry. Today, the firm had completely diversified into various market segments and disciplines.

The message presented to their audience — both internally and externally — wasn’t clear. SOZO | Pivotal was charged with identifying the true brand as perceived by the audience and then working to better align the brand with a message and imagery that was consistent with the firm’s vision.

The program started by gaining a thorough understanding of the firm’s current brand position. Research, interviews and surveys were conducted and a visual audit allowed us to see what was and what wasn’t effective in their marketing approach.

As a result, SOZO | Pivotal clearly defined and articulated a new tone of voice and corporate identity direction for Kahn. It also took steps to further eliminate any confusion by reducing the various public names that each service area and division was being called. The name “Kahn” was the constant and the design team decided to focus there.

When taking a company in a new direction in terms of brand position and identity, it is extremely important to bring along the entire team on the adventure. Account team personnel conducted “brown bag” lunches to further explain the reasoning behind the re-branding and to help answer questions about the visual and not-so-obvious changes happening within the company and its culture.

Along with the design, the company also committed to refocusing its attention on its inner culture and how they were going to attract the best and brightest talent within the architectural, engineering and design industry. To further embed the new look and feel into the company, SOZO | Pivotal created an entire suite of marketing materials incorporating the new logomark, color palette and messaging. Communication collateral pieces, office signage and a new corporate website were created to carry out this new message.

Today, SOZO | Pivotal continues to support Kahn in a number of ongoing branding and design initiatives, including this video that was recently produced for their involvement in the 2011 North American International Auto Show in Detroit.