Project Description

Brief
Brand refresh for SKP group including strategy, service restructuring to establish new brand architecture, communication design and website design.

Concept
SKP is a professional services group headquartered in India, providing a wide range of services for businesses entering India as well as expanding overseas, finance and accounting solutions, business function support, governance and tax risk management.

SKP Group approached ABND to do a complete Brand Refresh that included restructuring their services, brand architecture, visual identity refresh, communication design and website design.

Our research process was extensive and in-depth. Apart from studying SKP’s competition and target audience, we interviewed all key internal stakeholders to understand the business as well as the culture of SKP. The outcome of the research enabled us to establish a brand positioning and aid in the process of restructuring their service offerings.

At a design level, we refreshed the existing logo unit in a manner to retain the decades of heritage but yet show the state of agility the company is in. The visual language and design style for the group was established as relevant to the 6 service divisions. While each service division speaks for itself visually, together they all come together as a family under the SKP umbrella. The website for SKP was designed to highlight their restructured service offerings. The design exudes the endeavour of the new offerings – it’s easily navigable and information is expended in a functional format.