Kia Motors Europe has embarked upon an extensive brand building programme to position itself as a major European car manufacturer. This has involved Kia working closely with Corporate Edge on two significant projects that are now being rolled out throughout Europe.
The first project involved Corporate Edge developing employee communication materials to brief employees on the background and rationale of the Kia brand for Europe. A brand book, brand leaflet, brand posters and a brand film were originated, designed and produced by Corporate Edge. These materials are now being used as the core materials for the employee communication programme involving workshops, presentations and interactive sessions.
The second project was focussed upon developing a brand image that would be adopted and applied to all customer communications.
The new brand image for Kia is extensive, involving a graphic system of interlocking shapes derived from, amongst other things, the shape and form of the new range of Kia cars specially designed for Europe. The brand image will be applied to all communications including above and below the line advertising, brochures, point of sale, web site, as well as signage and showroom look and feel. The guidelines have been well received by the Kia Marketing Directors throughout Europe and agencies are starting to apply the principles to good effect.
Corporate Edge has built up a strong track record in the automotive industry with recent projects for Hyundai, Bentley, and Triumph Motorcycles.