For over 40 years, The Kitsap Building Association [KBA] has presented the Peninsula Home & Remodel Expo. Located in Kitsap County, Washington, the Expo connects consumers to industry leaders and trendsetters from the Pacific Northwest and beyond. It’s a weekend filled with inspiration and information for all kinds of home design and home improvement projects.

KBA was looking to refresh the brand and develop a marketing push outside of their local area.

Our Approach

After visiting several Northwest home shows, we had our footing. We began this campaign with defining and refining the vision of the Expo. Our strategy included implementing a fundraising component for KBA’s incredible Builder Grant Program which provides on-the-job training and seed money for young people looking to get their start in the building industry.

Our challenge was to develop a cohesive brand and marketing campaign not only through the primary driver of a home expo, but also for seven sub-branded, adjacent events throughout the three-day weekend. We developed touchpoints that included a new website, direct response, social media, email marketing, and a PR campaign in conjunction with our partner k Public Relations.

Our Execution

First, our team pared down the elements of the parent logo. We reduced the complexity of imagery and palette, while adding weight and focus through type and color. Six of the seven sub-brands were also refreshed to live as a family. A new, energetic color palette with strong brights for the late spring / early summer season was developed. Taking a cue from the previous set of logos, the sub-brands contained the parent logo. Preserving the purple of the parent, a unique second color was assigned to each sub-brand. This allows each event to stand on its own without overshadowing the main Expo logo.

Additionally, the sub-brands were designed to tell a small story. The LEGO® Building Challenge showcases building blocks supporting the Expo logo. LEGO