2011 Winners & Shortlists

Brief Explanation

Our task was to rebrand K-Zone with a visual identity which was contemporary and striking in the public domain. It was also important the new identity would increase their brand presence without conflicting with their client’s advertising on the boards themselves. Our first challenge was to define a direction and brand essence for K-Zone. The company wanted advertisers to feel that they were ‘making a mark’ when using K-Zone’s billboards and that they were taking possession of the area they were advertising. The tagline ‘Mark your territory’ was developed and used to inspire designs for the rest of the project.

The Brief

K-Zone is one of the leading digital and outdoor advertising agencies in Beirut, Lebanon. K-Zone required a new visual identity and the creation of a brand mark which would become a stamp of excellence with advertisers and the public.

How the final design was conceived

As the tagline was inspired by the concept of animals marking their space in the wild, we adapted a bear-like footprint into the logotype. The foot is not just a marking of space but a bold indication of one’s presence in an environment, which is how K-Zone wanted to make their clients feel. To fully express the new visual identity, we rebranded the entire frame of K-Zone’s advertising boards, allowing a bold indication of their new brand mark without interfering with the actual adverts of their clients.

Indication of how successful the outcome was in the market

The rebrand was launched in February 2010 and its success meant that the public started to recognize K-Zone, their name and their brand mark now standing out from their competitors. The company has since expanded and invested in electronic backlit billboards and marked a greater territory across Beirut.