Client: MEK Review
Focus: Strategy, Brand Identity, UX Design, Web Development, Marketing
Create brand guidelines that were universal yet versatile for the brand’s many programs, courses and events. Implement messaging and branding in marketing and creative production across digital, print and in-person touchpoints.
Kairos completely redesigned the MEK Review website and transformed the user experience. Our mission was to make it simple for customers to navigate and learn more about courses, access educational resources, while building trust and driving inquiries throughout their digital journey.
The new website was launched in early 2019, to great reception. Traffic has increased by 122%, with a steady growth of around 25%- 30% in recent months.
From ideation to execution, Kairos consistently led marketing campaigns to increase awareness and drive course enrollments for MEK Review. Whether it’s the promotion of seasonal programs, monthly practice tests for students, valuable educational resources, and more, we’ve carefully designed a multi-touch experience for customers, across digital and print.
Crafting the Strategy
Kairos held a core strategy session with the team at MEK Review to develop the brand’s strategy going forward.
Over the course of the facilitated workshop, the Kairos team identified the organization’s main challenges, main customer personas, as well as the highest-priority needs and goals at hand. These findings laid the framework for MEK Review’s branding and marketing strategy.
Understanding the Customers
MEK Review is, first and foremost, a trusted, go-to place in the community for academic excellence. It’s where parents drop off their kids, reassured that they will be coached to their fullest potential. To fully step into the shoes of these customers, we designed custom user profiles featuring their demographics, psychographics, challenges and needs.
We knew this was going to be a large task, and couldn’t have been more excited to shape MEK Review’s story. Over the upcoming months, our team committed our talents on many fronts: branding, digital marketing, creative production, editorial, and more.
Shaping the Brand
Through facilitated exercises in our strategy session, we aligned on major qualities of MEK Review’s brand. This established the brand’s fundamental makeup — how it should universally look, sound, act and feel.
Getting a deep understanding of what stands at the heart of MEK Review’s brand, helped us to craft a positioning statement for the organization. This would serve as the roadmap for every marketing, messaging and creative move going forward.
Refreshing the Brand
Kairos designed a set of guidelines to ensure that the brand was consistent across the organization’s numerous programs, courses, and channels. The brand refresh included: a logo update, new color palette, new typefaces, and custom design elements and marks. This drove a comprehensive and connected experience for customers interacting with MEK Review, both in-person, as well as digitally.
April 2020: Gold Award in Muse Creative Award
Design Leads: Sean Kim
Marketing Leads: Bonnie C.
Marketing Assistants: Julianna R., Kevin K., Hannah A., Alex W.
Tech Leads: Rob R.
Project Management: Angela M.
Design: Amy S. Sean K.
Development: Rob R.