For the relaunch of their brand, Kia wanted to communicate their philosophy that movement inspires ideas. This was brought to life with a new slogan: “Movement that inspires” and their new mission that everything they do and create should inspire people.

The new Kia brand needed more than a manifesto, it asked for a new look.

So movement became the inspiration for it. We started by using the shape of the new Kia logo, to create a unique graphic system that celebrates movement.

By taking parts of the logo and turning them into graphical motifs, we were able to create an easy to use, and modular system which stays recognizable throughout every format. Along with photography that used light and shadow to reinforce the same angles. A new range of colors inspired by nature was added, together with a new typography style.

Since the Kia Brand Realunch, European sales increased by +15% against the overall decreasing market trend (-02%).