The Kumo Collective

Kumo Collective - Identity project

In the final quarter of 2019, the record label formerly known as Holato underwent a complete overhaul, relaunching as an entertainment brand called The Kumo Collective. The brand was concerned with retaining its roots in music, art, and fashion while opening its doors to more of an entertainment & creator based lifestyle community.

The collective founders commissioned NHNE to design the Kumo logo, website, and collateral. The design aspects of the project were conceived through a considered approach, drawing on the key characteristics and principles identified by the collective. NHNE worked to curtail the design and colour-way to reflect the energy, output and mission of the Kumo Collective.

Since then, NHNE has continued to provide creative services helping with strategy, marketing, communications material, and design of all web/digital structure for the rapidly expanding company.

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Finding a set of colours to reflect the brands desired output on the world is always paramount! The colours chosen to represent a brand can make as strong a statement as the logo you use. In the case of Kumo: the yellow is to emit an air of approachability, the mellow yellow feel can help people associate more easily with your brand; blue is an authoritative colour by default but the lighter shade employed in our colour-way alludes to freshness and youth, i.e. the rebirth of the collective; red, however, is bold and aggressive. The red is employed in this design to promote action and engagement as Kumo is set to be a bastion of culture in their niche and wants their new customer base to engage and accelerate their position through their peers.

Brand mascot

The Kumo spider weaves its web of stories and pastimes. The story of Anansi plays very consciously into the decision to opt for a spider, whilst being somewhat intimidating, the spider is methodical, calculated and cunning. It works hard to craft beautiful and intricate designs which are effectively massive connection networks. To return to the folklore of Anansi; Anansi the Spider is one of the great folk heroes of the world. He is a rogue, a mischief maker, and a wise, lovable creature who triumphs over larger foes.

The mascot lends itself to guerrilla branding, creates an identifiable and associable character for the brand and serves to represent the identity of its representatives.

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Website & Merchandise

Grabbing the consumer’s attention isn’t enough; you have to hold that attention for at least a few more seconds. This is where the quality of your art and product come into effect or, where a product description sets your offer apart from the others. The logotyp and mascot are striking and unique to the new brand. For your offer to be unique it must contain your own flavour and variant on standardisation. The goal of early merchandising is to establish your credibility, name and notoriety of quality and impact.