KSP HOME SOLUTIONS BRAND MANUAL

Welcome

Hi there! We are here to help you remodel and design your dream home. We start this process side by side with our clients, understanding their day – to day needs and taste and we create these ideas into reality building spaces that adapt to each client’s needs.

We prioritize our client’s necessities, creating a personalized service and providing them with the most quality and innovative home solutions.

01 BRAND STRATEGY

Brand Overview

Concept

We created a concept for our whole imagery describing the process from zero to a great home environment described with this line that traces all the branches we work on.

With this line, we also communicate our passion for home renovations since it looks very similar to an architectural plan.

Brand Archetype

THE EVERYMAN/INNOCENT

We build a sense of belonging. We blend into society as “everybody” and we don’t like to stand out in the crowd.

We are known to be honest and friendly. This is why customers find it easy to communicate their ideas to us.

We like to build relationships based in trust, where our clients feel completely comfortable with us and they can easily express their dreams to us.

We have a positive personality with an optimistic outlook, these tools are helpful for us in order to find great solutions to our customer´s homes. Our goal is to create safe relationships, great environments and make everyone feel happy.

We are honest, and we thrive into designing trendy and comfortable spaces according to the client´s needs and taste.

Brand Personality

We are great leaders that are considered to be very charismatic. We demonstrate confidence and authority but we are mostly recognized to be very trustworthy and reliable.

Our level of rationality and determination is very high, we do everything it takes to reach our goals and help our clients transform their spaces into their dream homes.

Due to the fact that we are highly determined and that we love challenges, we are also able to go on and beyond for our clients and make them feel comfortable and satisfied in every step of the process into creating incredible spaces for their homes.

COMMANDER | ENTJ-A

61% Intuitive

61% Intuitive

39% Observant

Intuitive individuals are very imaginative, open-minded, and curious. They value originality and focus on hidden meanings and distant possibilities.

61% Thinking

61% Thinking

39% Feeling

Thinking individuals focus on objectivity and rationality, often dismissing emotions in favor of logic. They tend to see effectiveness as more important than social harmony.

86% Judging

86% Judging

14% Prospecting

Judging individuals are decisive, thorough, and highly organized. They value clarity, predictability, and closure, preferring structure and planning to spontaneity.

72% Assertive

72% Assertive

28% Turbulent

Assertive individuals are selfassured, even-tempered and resistant to stress.

Strategy

TONE OF VOICE BRAND PURPOSE

We use a tone of voice that is simple and clear. We are known to be very polite and avoid using rebellious phrases, create controversial conversations or excessive adjectives. We communicate in a way that everyone feels a sense of belonging using neutral tones and adjectives.

EXAMPLE: “Creating your dream home never felt so easy.”

BRAND PROMISE

We create homes that elevate your lifestyle.

We create home spaces that fully adapt and expresses everyone´s unique lifestyle and personality.

BRAND DIFFERENTIATION

Neutral colors, simple design and tropical inspiration.

Homes that make you shine.

BRAND ATRIBUTES BRAND VALUES

REDIBILITY RELIABILITY WARMTH HONESTY:

We build long lasting bonds with our clients based in trust. This is why honesty is one of our core values.

Our clients come to us to have a sense of trust. They know we can create their dream homes and we provide great customer experience. We want our customers to feel a sense of warmth once they see their renovated spaces, personalized and carefully designed to adapt into their lifestyle and tase. We also generate a sense of warmth creating great relationship bonds with our clients, making them feel safe throughput the process.

HIGH QUALITY SERVICE:

We are attentive to detail and we deliver excellence throughout the way we build our clients relationship and with the work we deliver.

CARING:

We give a sense of warmth and comfort to our clients.

Strategy

Target

Middle class people with an income of 100 – 500 thousand dollars per year. They live in Florida-USA and have bought a house and feel that their house needs to be modernized and improved. They feel as if their space does not adequate to their modern lifestyle and needs some re adaptation.

They also feel that the house doesn’t represent visually their taste, needs new materials and design to make the customer feel as if their house truly represents their taste and needs.

Their usual taste is more likely to be and organized and traditional home, they get most of their inspiration from Pinterest and like their homes to be practical and visually aesthetic.

Competition

• In order to remodel a house, the expenses of the customer might turn out to be very high, instead of buying a new home.

• Inflation.

• Production costs.

THREADS

• Costs, resources materials and labor is expensive.

• Personalised Service.

• Good Design.

• Experience. Complete service: design and construction.

• Modern and trendy style.

STRENGTHS OPORTUNITIES

• Many antique/old houses that need renovation.

• Not many competitors doing design and home renovation.

WEAKNESS

Competition

TRADITIONAL

INTERIOR DESIGN

London Bay

Crawford Asset

Armex

Moodboard

02 LOGOTYPE

Logotype

For the company´s image we use an isotype that highlights our detailed process with our clients, from the point where we imagine the best solutions, until we make these spaces come true. We designed the letter K with this trace that describes all this process.

By using this line, we also communicate an architectural plan that shows our passion for home renovation and design. For the typography we used bold letters to describe our professionalism and a solid company.

We also use colors that transmit trust therefore, we use the color blue, combined with our friendly service that is transmitted with the color orange.

Versions

This Brand book provides several versions of the logo to make the brand versatile for any requirement.

Before applying the KSP Home Solutions brand, it’s important to take into account the limitations and strengths of the required formats.

Graphic Construction

A grid has been designed for each type of logo in order to maintain these proportions in all types of applications. The proportion measurements are based on the measurement “X” which is the equivalent of the proportion of the letter P.

Graphic Construction

A grid has been designed for each type of logo in order to maintain these proportions in all types of applications. The proportion measurements are based on the measurement “X” which is the equivalent of the proportion of the letter P.

Restricted Area

A security area has been established around the logo. This area must be free of graphic elements that interfere with your perception and brand´s legibility. The construction of the area is determined by the measurement “X”. This measure is determined by the height of the letter “K” of the brand name “KSP”.

It is highly recommended to maximize this space by separating the logo from the other elements of the page as much as possible. (texts and images).

Minimum Size

A minimum size has been established for each version of the logo, in order to always keep a legible brand.

Minimum Size

A minimum size has been established for each version of the logo, in order to always keep a legible brand.

Primary Typeface

We chose a typeface that in addition to being legible, it reflects modernity, elegance and seriousness.

Secondary Typeface

We chose a typeface that in addition to being legible, it reflects modernity, elegance and seriousness.

Typographic Heiracy

This is a guide to maintain a homogeneous mark of how texts should look together.

THIS IS THE HEADLINE FONT

This font will be used for sub-headings.

“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Primary Palette

Marine Blue Honey White

Monochromatic Honey

Primary Horizontal Typographic Isotype

Monochromatic

Marine Blue

Primary Horizontal Typographic Isotype

Dichromatic Honey & White

Primary Horizontal Typographic Isotype

Dichromatic Honey & Marine Blue

Primary Horizontal Typographic Isotype

Dichromatic

Marine Blue & White

Primary Horizontal Typographic Isotype

Dichromatic

Marine Blue & Honey

Primary Horizontal Typographic Isotype

Trichromatic Honey, Marine Blue & White

Primary Horizontal Typographic Isotype

Trichromatic

Marine Blue, Honey & White

Primary Horizontal Typographic Isotype

Black

Primary Horizontal Typographic Isotype

White

Primary Horizontal Typographic Isotype

07 INCORRECT LOGO USES

Incorrect Logo Uses

1. DO NOT change text spacing.

2. DO NOT change the proportions of logo elements.

3. DO NOT overlay the logo on non-corporate backgrounds or photos.

4. DO NOT use other fonts.

5. DO NOT use colors other than corporate.

6. DO NOT distort the logo.

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