Kool Kanya is a digital ecosystem that helps women cultivate the successful careers that they always dreamt of. The portal provides guidance and support to overcome the obstacles they face during their career through better, fairer and more rewarding opportunities. They believe that empowering women with the right tools and knowledge can help them become a better version of themselves.
With a mission to help women escalate their career journeys and power personal growth, Kool Kanya approached Leaf to translate the same with a brand new identity. Together, we built a brand that intended to inspire and aspire women to make a difference in their lives. We provided them with strategic inputs that helped the brand win the attention of the target audience and created the desired impact.
Women naturally bond with
people and want to seek
meaningful connections in
Understanding the audience
To build an approachable and valuable brand, we started by understanding psychological & physiological factors that stop women to step forward and take charge of their life & career. Everyone has a dream be it related to their professional or personal life. We understood that women wish to explore the full potential of their talent. No matter how confident a woman is, she’s always looking for ideas to get better at her game, because women are curious by nature. Along with inspiration, experience and knowledge, they want to seek guidance and support from other women who have conquered similar challenges.
The logo design
takes its inspiration
from a butterfly and
is formed by a
Crafting a transformational brand identity
The power to transform the quality of one's life already lies within every individual. Kool Kanya aimed to provide women with a nurturing environment for career growth and the tools necessary for personal and professional transformation. It turns dreams into reality so that women can truly transform into all that they are meant to be. Like the brand itself, the logo design reflects the brand philosophy and essence in the form of a twinning ‘K’ forming a butterfly. The subtle angle formed by the modern wing pattern also projects a future-forward approach of the brand.
Women love positive
ideas that help them take
charge of their lives.
Developing the communication strategy
If coming together is a beginning, keeping together is progress. The brand tone of voice was carefully curated after understanding the needs of the brand’s target audience. The aim was to make the brand a voice for women who acts and speak like experienced and compassionate partner. Every word the brand communicated intended to inform and encourage their women. This means that the brand communication is:
Motivational & Expressive
"Step forward and take a charge
of your career and lives" "Step forward and take a charge of your career and lives"
Positive & Inspirational
"You have the power to
influence someone else’s life" "You have the power to influence someone else’s life"
Confident & Ambitious
"Be better. Seek better.
Chase better" "Be better. Seek better. Chase better"
Empowering & Uplifting
"You are enough"
Brand Identity Elements
Brand Social Engagement
We formulated a ‘brand book’ to help build a cohesive culture that inspires as the brand evolves with new connections, mentors & inspirations. This book elaborates on the full spectrum of the transformed design system that establishes and defines the core elements of the brand aligned with its philosophy. It will guide the users (designers/non-designers/ anyone authorising any form of communication on behalf of the Kool Kanya team) through these brand elements and their usage across platforms.