Brand Identity, Naming, Content
Approach
Kinetic Automation is revolutionizing the automotive repair industry. With a combination of AI, Machine Learning, robotics, and hardware and software, Kinetic is building an entirely new ecosystem of modern and streamlined collision repair. The technology is complicated but the messaging needed to be simple and powerful.
Brand Positioning
A new brand in a new category presents a big challenge and an incredible opportunity. The automotive industry has never seen anything like Kinetic. So two positions needed to be established–both for the company and the industry.
The brand offers a distinct advantage for repair businesses by automating and simplifying an increasingly complicated service. We set their brand position with “Effortless Modern Vehicle Repair”.
And because the brand is redefining an industry, in fact shaping a new industry entirely, that also needed to be defined for the audience. We set the industry position with “Modern Infrastructure for Digital Repair.”
Visual Brand Identity
We collaborated with celebrated Chicago design firm One Design Company, who expertly designed a logo and visual system that broke new ground in the automotive industry. The designs are modern, precise and confident, just like the brand itself.
Content Strategy and Copy
With the positioning established, we developed a messaging strategy and wrote copy for the Kinetic website and collateral. The content strategy leads with what is simple and undeniable, then guides the reader into the deeper complexities of the industry and the products.
Kinetic’s audiences—repair centers, auto dealerships, and fleets—are not native tech speakers. It was critical to strike the right balance between clarity and the sophisticated technology behind the brand and its products. Throughout the website, the messaging speaks directly to audience benefits in familiar language, then reveals the technology behind the scenes to demonstrate the immense value of modernizing vehicle repair.
Product Naming and Messaging
Part of Kinetic’s growth strategy is to continue developing products and services to expand its infrastructure for digital repair. As these products were developed, they needed names and messaging. The naming strategy is similar to the content strategy–give each product a simple name to introduce the complexity of the technology underneath. Each product name works together to ladder up to the category position of “Modern Infrastructure for Digital Repair”, and facilitating the brand position of “Effortless Modern Vehicle Repair.”
Kinetic ID is an AI-powered instant calibration identification software used in Kinetic Hubs to identify calibration repair needs after a collision for thousands of vehicles per month, across all makes and models.
Kinetic Vision is an imaging product used in every Kinetic Hub to scan vehicles for end-to-end collision repair needs, producing instant, accurate estimates optimized for insurance carrier rule sets.
Kinetic Hubs are remote service centers to help repair digital vehicle collision damage including calibrations, module programming, and scanning. Offering drop-off and pick-up service for repair businesses, fleets and dealerships, AI-powered Hubs offer unprecedented efficiency for automotive businesses.
