Kumu - The Disneyland of Social Media
After achieving over 10 million downloads and securing successful Series B funding, kumu's founder, Mr. Roland Ros, recognized that the kumu brand had reached a new level and sought Gohan’s assistance to compete against major players like TikTok, FB Live, and Instagram. While kumu already had an excellent product and a large fanbase, the growth strategies that had been effective thus far were not suitable for building a global brand. Gohan collaborated with kumu to formulate a detailed brand strategy, pinpointing key areas of misalignment, establishing a clear roadmap, and creating a unified vision and purpose for the entire kumu team. Additionally, brand guidelines were developed to encompass all subsidiaries and contributors. The outcome was a cohesive look and feel throughout the Kumuniverse, along with the appropriate tools and guidance to ensure brand recognition and facilitate ongoing rapid expansion. During the initial rounds of digital workshops, we discovered over 26 subsidiaries, campaigns, shows, and products all directly connected to the Kumu brand. Given this extensive sub-branding, restructuring the brand architecture would take several years, so we decided it would be more effective to start anew, crafting an entirely fresh look and impression for the kumu brand.