This project involved:
- Internal and external qualitative research
- Brand positioning
- Brand identity design
- Internal and external signage
- Brand standards guide
- Vehicle graphics
- Collateral design
- Initial website design
- Ongoing design & brand strategy work
Kintec Orthotics + Footwear
Ouch - my feet hurt
This was the reason most people were walking through Kintec Footlabs doors throughout their 10 Lower Mainland locations. After all though, Kintec’s claim to fame had evolved around foot problems, pain relief, orthotics and a medical approach to providing footwear. This position was a great asset attracting the medical segment, however a bit of a turn-off when it came to the average retail customer where pain threshold was not a primary consideration when looking for performance footwear.
This was obviously the challenge we had on our hands, or feet, when Kintec President, and founding owner Mark McColman asked us how to go about jump-starting the retail arm of his company.
Fit for life
Seeing that we needed to establish a clear distinction between the medical and retail business, one of our first recommendation was to drop “Footlabs” in the retail branch name, and revamp the brand to reflect the new internal mantra we worked with Kintec to create: “Fit for life”.
With positive connotations of “staying fit and healthy” to being the “fitting experts”, and tying this back into everything they do and provide their customers - “Fit for life” really touched on an already existing internal belief system.
From a visual sense, the idea for the new brand was to convey fitness, motion and energy, something we planned to exude with the new brand, and exemplify through the new ‘running K’ logo mark. This concept was further reinforced with a simple and impactful graphics system that would be consistently emblazoned over everything, from staff clothing, to new store signage to vehicle graphics and a mobile foot lab.
More importantly though, and from a strategic point of view - we wanted to make it clear that Kintec had the Lower Mainlands best selection of performance footwear - and an unrivalled sales staff of “fitting experts” as we coined them, that used a “5-Step Process” to ensure the proper fit, and to help customers stay active, on their feet for life.
The new flagship store in Port Moody was used as a template for all the other pre-existing stores to follow, with a laser-sharp focus on “fit for life” to be found throughout the store. And although that mantra is never used in marketing or advertising, it comes through loud and clear the moment you walk into their stores. From the Footlab (a biomechanic-analysis treadmill) front and centre within the store, to clear signage imparting Kintec’s “5-Step Process”, the “Foot Type Profile” chart, and what it takes to be a “Kintec Approved Shoe”.
So if you’re in the market for new footwear - we highly recommend you head on down and get fitted like you’ve never been fitted before.