Kinsfield Branding
From conceptualization, to name, to personality, this cannabis-oriented event and glamping venue in the heart of Michigan took a stream of ‘what if?’ and ‘why not?’ thinking to build a brand that steps outside of expectations.
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+ NAME
+ BRAND STRATEGY
+ BRAND CHARACTER & VOICE
+ LOGO SYSTEM
+ COLOR PALETTE
+ PHOTOGRAPHY DIRECTION
+ BRAND TO MARKET
+ BRAND GUIDE
THE PROBLEM
There was an idea, a really detailed financial plan and a team of really smart people. Other than that, much of the what, the how—and…many additional whats—that would eventually become Kinsfield were completely up in the air. Realizing that this was not a situation where we needed to “uncover” any kind of core truth to amplify to an audience, we set to task methodically exploring wide architectural concepts and corresponding positioning statements. In doing so, we facilitated the process of getting the partners to resolve the company direction and supplied the conceptual tools to allow for wider debate on audience and appeal, eventually gelling into a shared vision for the property and business.
Then, after taking a breath, we needed a visual and verbal identity to bring it all to life in a way investors would jump to be part of.
OUR APPROACH
Rather than steeping this brand in the culture and location, we asked ‘What would Wes Anderson do?’ and sought out vibrant, escapist motifs to draw out the ‘otherness’ of Kinsfield’s cannabis-oriented glamping destination.
THE WIN
With the positioning refined to a point that we had a core awareness of the character we wanted to capture, we worked through presenting a number of name options, arriving at Kinsfield. The name is a strong foundation to build the brand on: it leads with friendliness, signals maturity and hints at gathering in wide open spaces.
After that, the visual identity fell into place, riffing on a flexible, dramatic and sometimes surreal aesthetic. Simple and composed when needed, unexpected and imaginative when it’s time to escape. Everything links to the wide set of uses the property can accommodate.
Michael Raspatello, Kinsfield Founder
“Famous Victory’s patience and thoughtfulness distinguish them from other providers. They’ve coached us into unifying our vision.”