KCC One identity

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Overview

Katoomba Christian Convention (KCC) is an Australian not-for-profit interdenominational Bible-preaching convention ministry, founded in 1903.

At its Blue Mountains property, KCC runs multiple conventions each year for Australian and international attendees, including the Basecamp, ​Easter, KYCK, NextGen, OneLove, Onward and Oxygen events.

In preparation for the launch of a smartphone app and multiple convention websites, KCC needed a brand name and identity to provide coherence for each new digital presence. Digital Tsunami was entrusted with shepherding this new identity development, in close collaboration with the KCC team.

Considerable research was conducted into other Christian organisations and Christian convention centres in Australia, the UK and the USA. Particularly powerful brand names, icons and logos were compiled for the dual purposes of inspiration and avoidance of conflict with any proposed identities.

The KCC brandline of “All One in Christ Jesus” prompted the concept of a unifying “one” as the sub-brand. In consultation with the KCC team, this was further consolidated by combining it with the established brand to become “KCC One”.

Further reinforcement was achieved with a consistent corporate colour and the brandline “a digital initiative of KCC”.

Marketplace research was revisited in the context of this new name, to ensure there was no conflict or perceived derivation in the identity design, and to ensure ‘cut-through’ in a congested environment.

Creating a new identity for a startup (or reinventing or refining the identity of an established enterprise), is a process we call ‘The birth of a brand’.

Any brand identity is comprised of: a brand name (and domain name), logo, brandline, font, colour palette, ‘tone of voice’ and visual assets.

In addition to the concentrated efforts of two Digital Tsunami designers, we maximised creative input by inserting a detailed brief into a crowd-sourcing platform. Two hundred logo submissions were received and shortlisted designers were engaged and guided to refine their designs.

Simplicity in design is the goal. Good design is not about elaboration, but simplification .. until only the purest essence remains .. to convey the message most potently.

However, achieving simplicity requires considerable time and consultation with a diversity of stakeholders! After hundreds of hours of collective application to the task, a new identity was adopted by KCC.

KCC

Details

Client: Katoomba Christian Convention
Solution/s: branding
Sector/s: education
Region/s: Asia / Pacific, Australia, Americas
Language/s: English
Scope: identity development
Features brand development, logo development, style guide production

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We have been a client of Digital Tsunami now for a number of years.

As an ASX listed company, we seek reliability with our suppliers. Digital Tsunami have proven they are reliable and trustworthy.

We host multiple websites and services through them, and use them for technical and creative work.

There has never been an issue, they are always on top of all technical details, and simply provide the best possible solution around a given budget, and get things right first time. Clearly they have excellent quality controls and that shows in their services.

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Adelaide, SA, Australia
EzyStrut (ASX:KOV)
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I have viewed all the videos and would like to commend you on the excellent quality.

I would like to thank you for the excellent editing which portrays the event as dynamic and stimulating.

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Executive Director, NSW Branch
Sydney, NSW, Australia
Australia China Business Council
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Port Kembla, NSW, Australia
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