KRCS | Work
Redefining the reseller
Decades before the iPhone was even a glint in Steve Jobs’ eye, KRCS were one of Apple’s first-ever service providers in the UK. They know Apple inside-out and are an independent, family-run business passionate in their commitment to providing customers with unbeatable personable service.
However, they didn't feel like that dedication or credibility came through with their brand or their digital presence, and wanted to show the same trusted guarantee that's instore online too. It was vital to them for their proactive nature and expertise to come through, whilst demonstrating their personal approach to exceptional service.
The new logo is a developed version of a simple wordmark and is clean and modern, assured and bold. Like the brand, the visual identity is strong in its own right and has no need for gimmicks.
Creating an entirely bespoke font gave originality and uniqueness to the brand, with a distinctive slice terminating each letter to represent the cutting edge nature of their product offering.
The purposeful lack of a terminal on the r and the soft rounded curves of the r, c and s denote their friendly, service oriented approach. The lowered ascender of the k brings a feeling of balance.
The move to all lowercase letters is a decisive act to be more human and approachable in a highly technical sector.
CMYK: 0 | 0 | 0 | 91
RGB: 50 | 50 | 49
CMYK: 68 | 61 | 60 | 47
RGB: 64 | 64 | 64
CMYK: 75 | 68 | 67 | 90
RGB: 0 | 0 | 0
Open Sans | Bold
Open Sans | Light
When it came to design the website was outdated compared to the state-of-the-art technology being sold. The digital design style also mimicked Apple's identity rather than embracing KRCS's own. We redesigned KRCS's homepage and menu navigation to be accessible and offer a stronger user experience to visitors whilst being definitively KRCS.
Their ecommerce customers make considered purchases for high valued items, so it was vital for us to create a sense of trust and credibility to the user at their first touchpoint with the website.
Promoting knowledge and expertise
We drew on the knowledge and expertise at KRCS to promote content blocks on the homepage, steering users to helpful information and advice with their purchases. With several different audience groups arriving on the website, it was important to ensure that each were catered to and clearly instructed to their area of the site.
Blending product with personal photography from stores and case studies, the new homepage highlights the personal approach to business KRCS are known and loved for. The supportive mega navigation has been intuitively designed for simple and effortless browsing for every consumer.
What the client says
"Abstrakt worked hard to develop and deliver actionable designs. Their approach and results have made them a key part of our plans going forward."