KingKang
Standing Out from the Crowd.

The Context

Founded by two entrepreneurs from Normandy, KingKang simplifies business operations: quotes, invoicing, electronic signatures, and financing solutions.

Its founders give it a unique personality. Their offbeat tone and laid-back approach make interactions simple and direct. However, this identity is not very evident in the brand’s image.

The Challenge

In a market flooded with management and billing tools, how can we make KingKang stand out and encourage customers to choose it?

The brand already has one asset: the personality of its founders. This needs to be given a visible and consistent expression. Its target audience, which is too broad, must also be narrowed down to develop a more relevant message.

The Approach

I chose to place this personality at the heart of the positioning and to focus the communication on construction tradespeople. For this audience, the tool’s simplicity and the brand’s direct tone make for a compelling proposition.

I redesigned the visual identity and editorial direction to bring this spirit to life at every touchpoint. The customer journey was also revamped to make the offering clearer and encourage action.

This redesign strengthened the alignment between the team, the brand, and the customer experience, resulting in increased engagement and conversion rates.

Scope of the Project

• Redesign of the visual and editorial identity.
• Website redesign.
• Redesign of the customer conversion journey.

What This Project Illustrates

Brand identity provides a framework for the customer journey. Visual elements and language should help customers understand the offering and then support their relationship with the brand.