The newly structured brand identity and guidelines gave Krapf an opportunity to open communication both internally and externally by implementing the new brand across their divisions. The success was measured initially in their increased levels of communication with themselves and their customers.
This restructuring and rebrand success then extended into Krapf’s ability to implement new brand elements and marketing, under their own accord, that felt consistent under the new parameters. Most importantly, they are now set up to more efficiently recruit drivers — an identified need from the start.
More Projects
Web & Mobile
Along with the rebrand, the Neff creative team worked to redesign and develop the Krapf website for both sides of the business — Krapf School Bus and Krapf Transportation.
Using a two-part fundamental design to emphasize the new brand structure, our team designed and built a key function of the website to geo-target driver applicants in an effort to streamline the application process. This function was applied so different divisions across the region could receive more qualified, relevant applicants.
Krapf Group
The Krapf Bus Company was in need of a complete brand restructuring and overhaul when they approached Neff in early 2018. From day one of our partnership, the goal was to help define Krapf are as an organization, where they were going, and how they are going to get there. The Krapf name and business has a 75-year tradition of quality and family values, but the company lacked a consistent brand message, aesthetic and structure. As Creative Director, I led all efforts from strategy to launch during this yearlong campaign
SCOPE
Strategy
Messaging
Branding
Creative
Website
CREDIT
Neff
2019
ROLE
Strategist
Creative Director
Art Director
Lead Designer
Content Creator
