About The Project
We had the privilege of reshaping the visual identity for KESK, Iraq’s foundational green technology venture. Founded by Basima Abdulrahman, KESK required a comprehensive rebrand to match its rapid market expansion. The objective was to design a brand system that transcends traditional utilities—becoming an iconic representation of the MENA region’s modern transition toward alternative energy.
ROLE
Visual Identity & Packaging
COLLABORATORS
Ya Khadijah Studio, Brand Strategy & Creative Direction
Brand Value
Brand Mission
Visual Direction
We chose to go with the concept of being “Off-Grid”. This concept refers to those living in a self-sufficient manner without reliance on public utilities. It evokes a sense of freedom and independence. It connects with those that veer off the beaten path to find new paths of their own.
Logo Concept
During our logo exploration a beautiful structural accident occurred—revealing a meaningful negative space shape that perfectly anchor-points the brand’s visual story.
Logo Concept
Kesk means “Green” in the Kurdish language. We wanted to capture the versatility and strength of KESK as a company without using the conventional shades of green commonly used with green companies.
We picked a deeper shade of a rich green complemented with a light yellow hue to represent energy, we created this color palette.
Texture
As a brand that represents sustainability, we wanted to incorporate a gradient that represented energy.
A half-tone texture is the representation of a color in multiple shades produced by various sizes of dots. It simulates continuous-tone imagery through the size and the spacing of the dots.
It’s a technique that can be more economically sound in printing.
Typography
To maintain visual consistency through out the visual language of this brand, we have chosen a typographic ration of x to 3x.
For example, a header must be three times the type size of any subheader. Any subheader should be three times the size of any bodycopy as shown in the diagram.
To maintain this standard will help with the consistency of the brand and it will also maintain the visual hierarchy of the typographic setting.
Brand application
