Brief Explanation

Outdated, old-fashioned, boring, dull. This was the feedback we received from research conducted with clients and staff about the old name and brand of SuperSolutions. The key challenge was to reinvent a company which had great staff, dynamic culture, award winning products, and ground breaking technology, and give them an identity which would propel them into the 21st century.. The key objectives were therefore to build a powerful, distinctive and recognizable new brand identity with a clearly defined positioning that remained true to a family heritage of over 50 years in the business.

The Brief

Give me a new name and branding, and position us as the leading provider of building energy solutions business in the region – easy! Our client, the Kirkham family, was the very first importer of air conditioning units into Singapore and had been at the forefront of the building energy business for over 50 years. The old company’s name and identity “SuperSolutions” was outdated and stale. They needed a complete brand overhaul and more professional image if they were to capture the phenomenal growth in the building energy industry and engage architects, developers and building owners.

How the final design was conceived

Band completed an exhaustive brand audit and research with clients, staff and management. The key insight was the family name – Kirkham. It was instantly recognizable to people in the industry and was a hallmark of quality. The solution was to fuse the first letter of the Kirkham name with the end product ( K-AIR) .This was then expressed through a more humanised name (Kaer) with a clear positioning statement (Engineering tomorrow's buildings today). At the centre of the refreshed brand sits the Kaer comet motif which looks like a temperature sensor –reflecting hot and cold .

Indication of how successful the outcome was in the market

The new name and branding was launched in October 2009, and has been a phenomenal success. It has been acclaimed within the building industry, by clients and most of all by the staff. This success has been translated into financial performance and Kaer has seen a 135% year-on-year increase in revenues. New business leads have increased by 450%, they have secured their largest job to date, and most of all the Kaer staff morale is the highest it has ever been.