KÖLBI IDENTITY by BBDO New York, BBDO New York/ BBDO Atlanta for KOLBI

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KÖLBI IDENTITY

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Industry Telecommunications Services, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency BBDO New York
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars, Bill Bruce
Released November 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: KÖLBI
Product/Service: TELECOMMUNICATION
Agency: BBDO NEW YORK
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars / Bill Bruce (BBDO New York)
Design Director: Craig Duffney (Designworks At BBDO)
Senior Designer: George Katz (Designworks At BBDO)
Account Team: Warren Marenco / Maria Camacho (Kölbi)
Media placement: Business Card - Business Communications - 1 December 2009
Media placement: Notepad - Business Communications - 1 December 2009
Media placement: Notebook - Business Communications - 1 December 2009
Media placement: Sticker - Business Communications - 1 December 2009
Media placement: Flyer - Business Communications - 1 December 2009

Describe the challenges and key objectives
The goal for the corporate identity was to create a living, moving symbol for all that the Costa Rican culture and the new telecommunication brand embodies: ecology, speed, youth and charming wit.

Describe the brief from the client
Kölbi is a telecommunications brand recently launched in Costa Rica. The Kölbi brand offers Costa Ricans a wide variety of services that integrate complementary products such as mobile service, cable, open TV Internet and electricity. Kölbi believes technology and its advances should benefit all people and should make life happy, modern, fast moving and entertaining.

Describe how you arrived at the final design
The word Kölbi translated from the Cabecar language means “frog.” A literal graphic illustration of a happy little tree frog was designed as the mark for the new brand. The Kölbi logo jumped to life through animation, delivering on the friendly personality and inclusive nature of Kölbi. A vibrant colour system derived from the ecosystem of Costa Rica, and an organic, yet modern typeface lend a youthful feel to the overall identity. The Kölbi identity campaign was launched in Costa Rica in 2009, with our friendly frog hopping from TV to print and to outdoor, retail and online.

Give some indication of how successful the outcome was in the market
The launch of the Kölbi brand and character identity successfully connected with the Costa Rican people. Seventy-nine percent remembered the Kölbi character since the launch and 56 percent considered the frog character cute, original and friendly. The launch media efforts through TVC and radio campaigns established the identity as a brand that is “jumping to change” and linked the brand to Costa Rica’s green and ecologically complex face.