Kinkor Consulting
A different kind of Talent Partner
Kinkor Consulting is an end-to-end talent optimization firm. Founded in 2014, Kinkor has senior recruiters (a term we coined as “Talent Partners”) embedded at dozens of Silicon Valley’s top companies.
Over the course of two months, we took Kinkor Consulting through our brand therapy process, including informational interviews and competitive analysis, a summary of their strengths and weaknesses, and a workshop with their leadership to land at an new organizing principle for the brand.
From this process, we rebuilt Kinkor’s brand identity, landed on a new tagline and copy for the company, constructed a new website, and created this high scripted explainer video:
Our Brand Therapy process is baked into every video we make because, look, in this day and age, even startups need therapists.
We hosted a strategy session to dive into Kinkor’s brand and learn about their needs.
We boiled down their narrative down to its essence to tell a story that resonates most with Kinkor’s customers.
Logo Development & Design
When Kinkor Consulting came to us, they had a home grown brand identity that didn’t match their size or current suite of offerings.
In fact, during brand therapy, the most common critique we heard from their clients was “we love their services, but even we don’t fully understand what they do.”
We set out to solve this, and while a logo does not a mission statement make, drawing up new visual language for the company informed everything we did together afterward.
CopyWriting
We frequently assign clients the homework of “Tell us about yourselves in 1 sentence, 1 paragraph, and 1 page.” Giving this to Kinkor Consulting returned several different descriptions of the company, but one phrase stood out: Talent Partner.
Building on this organizing idea through a series of remote workshops, we structured the new Kinkor brand identity around their core differentiators in the market: No placement fees, no retainer, and no minimum engagement.”
We joke that never has “no” made such a difference.
AdvertisinG CamPaign
After settling on a visual language and an organizing idea, we created an explainer, which now lives at the top of the new Kinkor Consulting homepage, and this video cutdown, which was used in an advertising campaign on LinkedIn.
At first through an awareness campaign, that drove awareness for the Kinkor brand, and then aimed at recruiting potential Talent Partners, we oversaw this ad spend on behalf of Kinkor.
