KLK (LIFESTYLE BRAND)
Branding, Motion
Art Direction: Caleb Heisey
Made For: Tyler School of Art and Architecture
KLK is a lifestyle brand catered towards Latinos –more specifically Dominicans– that are now working remotely and are looking for comfortable clothing.
Background
For this project, I was given the prompt to create a lifestyle brand that is catered to adults who are now working remotely at home due to COVID-19. To make the audience more specific, I decided to cater the brand toward Latinos. Despite being a major demographic within the U.S., Latinos only make up a small percentage of white-collar work environments. Being a small percentage often comes with Latinos feeling forced to assimilate and completely ignore their roots to please the people around them. KLK adds cultural elements to make sure that Latinos not only feel comfortable but also themselves while working.
Logo and Meaning
KLK is an online Dominican slang term meaning ¿Que lo Que? Which translates to “What’s up?” Since the meaning is essentially a greeting, I wanted the logo to be friendly yet simple. I ended up forming the phrase into a face and created an animation that emphasizes the lighthearted nature of the mark.
Brand Board
Since Latinos are an extremely diverse demographic, I wanted to be more specific towards the audience I wanted to cater to. I chose Dominicans as it’s the culture I’m more familiar with and one that I can be more accurate with. With this brand board, I wanted people to instantly get the feeling of the Dominican Republic through its colors and graphic elements.
