case study : kaiser farmers’ markets brand identity...

Case Study :Kaiser Farmers’ MarketsBrand Identity Alignment

ChallengeBring cohesion between Kaiser Brand Identity Standards and Guidelines, and farmer’s markets collateral.

ScopeRedesign of informational postcard-sized flyer. Completed design to be a template for other collateral.

ProcessUtilizing Brand Identity Standards and Guidelines, align collateral artwork and designs. Formulate new color scheme to unify products. Optimize file size and quality.

Solution• New color scheme to align brand and identity• Improved typography• Improved layout• Optimized file size from 94MB to 23MB

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Before Brand Alignment

Original Designs

Artwork File Size: 36.8MB Artwork File Size: 56.9MB

Original postcard-sized flyers

KAISER HAYWARD

YEAR-ROUND

WEDNESDAYS27400 HESPERIAN BLVD

Your neighborhood Kaiser Hayward Farmers’ Market is the best place for locally-grown seasonal fruits and vegetables. Along with the freshest produce around, the Kaiser Hayward Farmers’ Market offers local baked goods, gourmet food items, local honey, and much more!

W. Tennyson Rd.

Hesp

erian

Blvd

.

KAISER HAYWARD

KAISER HAYWARD


pcfma.com1.800.949.FARM

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Kaiser Style Guide ExcerptTenet 3: Color palette

2-color collateralWhen working with two-color collateral,

the dominant color must be either black

or PMS 448. Also, all images and body

copy must be in the dominant color.

1-color collateralBelow are the five acceptable colors

for one-color collateral. The color bar

should be screened at 50–80%.

Neutrals

Dark accents

ACCENT PURPLEPMS VIOLET

ACCENT SKY BLUE PMS 294

KP BLUE PMS 307

ACCENT COOL TEAL PMS 3155

ACCENT GREEN PMS 349

ACCENT ORANGE PMS 180

ACCENT RED PMS 202

ACCENT WARM TEAL

PMS 329

ACCENT OLIVE PMS 7496

Main feel

PURPLEPMS 7452

BLUEPMS 284

LIGHT BLUEPMS 298

TEALPMS 7465

GREENPMS 376

LIME GREENPMS 390

YELLOWPMS 7409

ORANGEPMS 144

REDPMS 166

NEUTRAL BLUEPMS 5435

NEUTRAL TAUPE PMS 5783

NEUTRAL SAND PMS 7503

NEUTRAL GREEN PMS 5747

NEUTRAL BROWN PMS 448

NEUTRAL SIENNA PMS 1405

NEUTRAL RED PMS 1685

NEUTRAL DARK BLUE

PMS 533

NEUTRAL TEAL PMS 5483

BLACKNEUTRAL BROWN

PMS 448 BLACKNEUTRAL

DARK BLUE PMS 533

ACCENT WARM TEAL

PMS 329

NEUTRAL BROWN PMS 448

ACCENT SKY BLUE PMS 294

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Aligned Color SchemeWith Brand & Identity

Color SelectionTo align with the official Kaiser Permanente style and brand, a base color of KP Blue was first selected as a primary hue for maximum brand recognition.

Accents, neutrals and contrasts were then selected to reference pillars of the farmers’ market identity: • Freshness • Vitality • Wholesome • Healthy • Down To Earth

Combining color psychology to reflect these values, while referencing swatch samples from the established farmer‘s market shopping bag motif, lead to a cohesion aligned with the Kaiser brand, and farmer’s market identity.

ACCENT PURPLEPMS VIOLET

KP BLUE PMS 307

ACCENT REDPMS 202

BLUEPMS 284

LIME GREENPMS 390

NEUTRAL SANDPMS 7503

NEUTRAL WHITE

NEUTRAL DARK BLUE

PMS 533

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After Brand Alignment

Improved Designs

Artwork File Size: 14.8MB Artwork File Size: 8MB

• Unifying color scheme• Improved typography• Brand and Identity recognition• Optimized file size with no loss in quality

KAISER HAYWARD

YEAR-ROUND


Your neighborhood Kaiser

Hayward Farmers’ Market is

the best place for locally-grown

seasonal fruits and vegetables.

Along with the freshest produce

around, the Kaiser

Hayward Farmers’

Market offers local

baked goods,

gourmet food items,

local honey, and

much more!

W. Tennyson Rd.Hesperian Blvd.

KAISER HAYWARD

KAISER HAYWARD



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Comparison

Before

KAISER HAYWARD

YEAR-ROUND


Your neighborhood Kaiser Hayward Farmers’ Market is the best place for locally-grown seasonal fruits and vegetables. Along with the freshest produce around, the Kaiser Hayward Farmers’ Market offers local baked goods, gourmet food items, local honey, and much more!

W. Tennyson Rd.

Hesp

erian

Blvd

.

KAISER HAYWARD

KAISER HAYWARD



After

KAISER HAYWARD

YEAR-ROUND


Your neighborhood Kaiser

Hayward Farmers’ Market is

the best place for locally-grown

seasonal fruits and vegetables.

Along with the freshest produce

around, the Kaiser

Hayward Farmers’

Market offers local

baked goods,

gourmet food items,

local honey, and

much more!

W. Tennyson Rd.Hesperian Blvd.

KAISER HAYWARD

KAISER HAYWARD



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case study : kaiser farmers’ markets brand identity...

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