Men In Kilts
No Peeking!
When you need to take care of pesky jobs around the house that rely on the use of ladders, Men in Kilts is there to answer the call! This quirky company got its start in Canada and joined Threshold Brands in early 2019. After the acquisition, we were tasked with an entire brand overhaul.
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Creative Lead
Graphic Designer -
Brand launch
Brand & visual identity systems
Naming & brand strategy
Print & digital design
Email & campaign strategy
Photoshoot coordination -
Jan 2019 - Dec 2021
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James Doyle - VP of Marketing
Troy Castillo - Brand Marketing Coordinator
Process
After evaluating the limited assets and marketing support available to the small Canadian franchisee base, we decided a full new suite of creative was needed before launching in the United States. With only nine months on the clock, we quickly got to work developing a new photoshoot, vehicle wraps, email campaign strategies, landing pages, and marketing across physical and digital touchpoints.
Brand System
Special care was taken to make the old feel new again, ensuring the brand maintained consistency while scaling across the US and Canada. We kept the logo, mascot (Kilty), and playful messaging complementing them with an updated color palette, new photography and an icon and illustration system that I designed from the ground up. This included over 100 glyphs, icons, and spot illustrations to be used across the website, promotions and physical environments.
Result
Men in Kilts was successfully launched in the United States nine months after the acquisition, and quickly became one of the most pursued secondary business ventures among existing franchisees within the Threshold Brands umbrella. The new assets I developed went a long way in instilling franchisee confidence that this new brand could be supported just as well as established brands like MaidPro, which had been in operation for decades.
