Product	Architecture + Interior Design
Project	Complete Brand Identity + Implementation
Scope	Brand Strategy, Logomark, Identity System, Stationery, Print Collateral, Forms, Ad Templates, Exterior & Interior Signage System, Site Signage, Website Creative Direction

Kasian Architecture was established in 1985 by Don Kasian and in recent years has seen rapid expansion, embracing markets in diverse locations such as China, India, and Dubai. With such rapid growth out of Western Canada into Ontario and internationally, Kasian saw the need to clarify and solidify its Brand Experience for its now national and international clients and partners.

Before creative work could start, Subplot emphasized the importance of clearly identifying what Kasian stood for and would therefore be the lynchpin of the brand. After many interviews with not only Kasian partners, but also clients and suppliers, it became apparent that Kasian has a truly unique way of creating spaces. Clients in particular saw that Kasian is able to bring creativity to every aspect of a project. It isn 't just about the big idea for a space, it is about all the other little things that contribute to making the spaces work for the end user.

The outcome of this strategic work is the new Kasian Brand Essence: "Inspired Thinking Liberates Potential". There was unanimous agreement that this rallying cry truly reflects how Kasian, as an organization, goes about their day-to-day business.

The new logomark, the "Spark of Inspiration", represents that spark of an idea, a reference that during their work, Kasian are constantly bringing ideas to the table - not just creative solutions, but practical solutions too: how an AC system will work in a hospital or how traffic flow will impact a community that a space is to reside in.

Subplot 's extensive Brand Audit revealed a multitude of over 250 applications from business cards to signage, print materials, templates, hard hats, office interiors and web applications. A Brand Platform was created that would become the look and feel for all future applications. The complexity of the project included looking at color and its cultural and religious relevance in Asian countries where Kasian was expanding; finding typefaces that suited the new Kasian Brand Essence and were "inspirational" yet functional enough to enable multiple purchases for 600 employees and use across mac and PC platforms; dealing with metric and imperial sizing for print material; creating materials in Chinese and Arabic; and a complex catalogue tracking system of numbering elements for future control and management.

All in all this meant an application timeline for design and implementation which spanned over 5 months, culminating in a launch in December 2007. Kasian acknowledged the importance of internal buy-in and created a launch event that saw the new identity revealed by Don Kasian simultaneously via satellite to all other offices who had planned launch events at each of the global locations. The following Monday, staff arrived to find new signage up and a kit of parts on each person 's desk containing new business cards, a coffee table book on Kasian work, sketch pads and stationery, all branded with the new Kasian "Inspiration Spark".

A Brand Essence piece was also created for the launch to articulate the new Brand Essence and identity with a tear of sheet that asked employees "What is your inspiration"? The result was a collection of over 250 contributions from diverse and philosophical thoughts from "Architecture, to "My Children", to a "Barcelona Chair", and "the Calgary Flames"! (from someone in Edmonton). These drawings have been translated into "Inspiration Walls" in each location.