Kcpl Final

8/4/2019 Kcpl Final

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Hello! (Smile)

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I will be rebranding Kansas City Power and Light.

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“KCP&L strives to provide efficient and affordable energy to any

and all Midwestern families as it implements and researches

clean and environmentally friendly energy production methods.”

Their website didn’t list a mission statement, but I felt it would be something similar to this.

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BrandEssence

Their brand essence currently target a ethical and ecocentric aesthetic.

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Their tag-line/ slogan “Energizing Life” does carry connotations with power while having a playfulness to it. I thtag line itself is a success, and it might continue into the new identity. Looking at the logo formally, you can seeoperates in an abstract way. Swooshes and minimal type that might represent something with the wind, possiblyreference to wind power or new technologies.

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Green, white, and blue tend to permeate most of their design, and there is very little fluf , or graphics. Whether for practicality or their design strategy, I can’t be sure, but it just leaves more to be desired. The vehicles are jusanonymous utility truck that could belong to any company.

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Their website has a multitude of looks to it depending on where you are within the site. The home page shown hwhat the majority appears like. Blocky, bland, cheap....

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In other parts of the site featuring their newer products and services, it looks like this. It’s an improvement overpage, and makes better use of empty space, but feels quite default. It’s template design just doesn’t live up to tquality of service and professionalism. Colors are also quite limited, serving mostly to dif erentiate between sectrather than carry their brands goals of eciency and environmental awareness.

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It’s the same story with their printed articles as well. While I can enjoy the use of space and cleanliness of their lit just feels more like an oce newsletter, and could be saying so much more than “Here’s an update for you.”

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Their products and displays that they of er their customer are also quite simple, limited by design co-ops.

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The employee uniform is fairly simple as well. The simple white hard hat and florescent vests are the only manddress. The shirt and pants seem to be up to them, but most choose to wear jeans for practicality while they wor

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Efficient

Knowledgeable

Affordable

In their current identity, I feel these design attributes best describe their involvement with the community andcustomers. However, I feel like it’s not their branding and design that reflects this, so much as their service anddedication to their users. Their facade is that of a corporate entity rather than a local business.

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Koji25

This is koji. He runs a business from home and desperately needs a power supplier th

won’t lose power all the time, and will respond quickly should a transformer blow or a

other problem arise.

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Sarah26

Rob28

Rob and Sarah are avid cooks in their kitchen. Previous electrical services were too expensive, but switching to Kwhen they moved to Kansas City gave them a little extra money to bake and splurge on higher quality ingredien

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Brian38

And this is Brian. As part of a new band, he and his friends hold jam sessions weekly in his garage. The bandsinstruments require a good deal of power, and Ben needs to know his electric company can handle it.

ATCHISON

NODAWAYWORTH HARRISON

MERCER PUTNAM SCHU YLER

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C n f i n t i l i ty t ic

35

35

70

35

70

35

435

635

670

435 29

70

35

470

435

435

29

29

35

70

35

70

35

75

169

59

75

59

71

69

69

69

56

71

69

169

24

71

54

71

71

50

5050

65

24

36

65

24

2737

Warrensburg Service Ctr

Trenton Service Ctr

St Joseph Service Ctr

Sedalia Service Ctr

Nevada Service Ctr

Maryville Service Ctr

Liberty Service Ctr

Lees Summit Service Ctr

Henrietta Service Ctr

Clinton Service Ctr

Blue Springs Service Ctr

Belton Service Ctr

Southland Service Ctr

PaolaService Ctr

Ottawa

Northland Service Ctr

Marshall Service Ctr

Johnson County Service Ctr

F&M Service Ctr

Dodson Service Ctr

SOUTHEASTDISTRICT

SOUTHDISTRICT

NORTHDISTRICT

METRO

DISTRICT

EASTDISTRICT

T

E R Y

W ILSON

WOODSON

COFFEY

OSAGE

L

E T T E

NEOSHO

ALLEN

CRA WFORD

BOURBON

ANDERSON LINN

FRANKLIN

DOUGLAS

MIAMI

JOHNSON

SHAWNEE

JACKSON

E AHA

JEFFERSON

BROWN

ATCHISON

DONIPHAN

LEAVENWORTH

WYANDOTTE

PLATTE

BUCHANAN

HOLT

ANDREW

BARTON

DADE

VERNON

CEDAR

ST.CLAIR

EE E

POLK

HICKORY

BATES

HENRY

CASS

JACKSON

LAFAYETTE

BENTON

JOHNSON

PETTIS

WEBSTER

DALLAS

CAMDEN

WRIGHT

LACLEDE

MORGAN MONITEAU

COOPER

MILLER

CLA Y

RAY

DEKALB

CLINTON

CALDWELL

DAVIESS

SALINE

CARROLL

LIVINGSTON

GENTRY

GRUND Y

CHARITON

LINN

HOWARD

RANDOLPH

BO E

MACON

SULLIVAN

ADAIR

Mound City Service Ctr

. . . . . .

Few competitors match KCP&L’s customer base, so their competitors are primarily large providers in major citiesthe nation.

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Competitors

Con Edison in New York is one such company.

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Entergy in the Louisiana area is also a major competitor.

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And even Pacific Gas and Electric Company, or PG&E from California plays in the same league as KCP&L.

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The Rebrand

My proposal for the rebrand of KCP&L’s identity is simple.

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KCP&L’s new identity will play up their role in helping the community. KCP&L assists in both small ways, such asaway fans to low income families during the summer....

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to assisting in the Joplin disaster cleanup. Their employees are encouraged to lend their time and skillset to helpthose in need.

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The Kansas City Power and Light district is also a prime example of their community involvement.

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With heavy sponsoring from KCP&L, the popular downtown destination has helped revitalize Kansas City’s downand river areas, and created a lively area for dining, clubbing, dancing, shopping, and much more.

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Personas

This leads us to some changes in the target audience. While I’d like KCP&L to still target great people like thosementioned earlier, some customers (in an ideal situation) could perhaps reward customers for involvement in thcommunity and their steps taken to diminish their impact on the environment.

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Stewart26

One such customer, Stewart, takes part in his families auto repair business that has b

serving low income families in the KC metro for years. Their contributions to the comm

would earn them a discount from KCP&L.

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Vanessa25

Vanessa’s oce space organizes charity events, specializing in races on foot and bicycle. KCP&L would play an arole and sponsor racers occasionally in their events.

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Rick53

And even electric car owners like Rick could be eligible for deals with KCP&L for his ef orts in using less fuel.

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“KCP&L boosts our customers on a community level, offeringthe latest in energy technologies to keep you plugged in and

empowered to drain our carbon foot print.”

This new customer base and community involvement need a new mission statement. “KCP&L boosts our customcommunity level, of ering the latest in energy technologies to keep you plugged in and empowered to drain our foot print.”

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Determined

KCP&L will be needing some new design attributes as well. They would be determined.

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Equipped

Equipped

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EquippeCaring

But most of all, caring. It’s about how a big company can support smaller communities, and this would establishpersonal connection with the customers and surrounding area.

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New BrandElements

So the new brand will need a new look. And opportunities for it. The hardhat is an interesting design surface, andon’t necessarily want any of these designs, they show that there are many options other than simply slapping atheir and calling it done.

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The work trucks also have a lot of options. This is a bit much, but a simple color or pattern could be nice and hepublic better recognize KCP&L vehicles and crew.

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For the new logo, strength is key. I think bold type, something with stability would help to cement their qualificaand....

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I would like to play of much of the geometry found in power line structures.

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And in some way the new logo should reflect the community involvement of KCP&L.

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I love this idea as well, an interesting way to represent community in KCP&L context, and using that geometric la

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Perhaps elements of technical drawings as well.

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Something streamlined and modern to hint at technology and skill, but with personality so they are more relatabaverage citizen.

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I’m also interested in an illustrative quality, and look forward to experimenting with that.

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Shapes that allude to signage could work well, or designs that seem to radiate establishment or credibility.

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Always been a fan of these sort of logos.

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I would like the website to still be accessable and structured in a visually engaging manor. KCP&L strives for eso needless fluf doesn’t appeal to me in the rebrand.

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But that can be achieved in a classy and engaging way.

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- KCP&L’s new branding will escalate and illustrate it’s role in shapingand serving the Kansas City community.

- It will be audacious and confident.

- Memorable and easily identified.

- Establish a sense of pride to their customer base.

So these will be the goals for the re-brand. KCP&L’s new branding will escalate and illustrate it’s role in shapingserving the KC community. It will be audacious and confident. It will be memorable and easily identified among corporations. And finally, it should establish a sense of pride in their customer base. Or rather, it would

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Kcpl Final

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