Kappa Delta Sorority

The Challenge

Kappa Delta is a national women’s organization that seeks to make a real impact on women and girls, both through the friendship and sisterhood of college sorority life and through their many outstanding philanthropies, including Girl Scouts and Prevent Child Abuse America. KD HQ felt that their logo, web presence, and tagline needed an update to better match their vision of KD as a dynamic national women’s organization and to capture the spirit of Kappa Delta’s ever-evolving mission.

The Solution

S2N worked with the KD HQ staff and Blue Kite Marketing to perform market research and comparative analysis of KD’s competitors to determine what alumnae and current collegiate members identified most strongly with about the KD brand, and what the core messages of KD’s brand should be moving forward. Assisted by our market research, we narrowed our focus to the two most recognizable KD symbols: the nautilus and the white rose. The new tagline “Building Confidence. Inspiring Action.” grew naturally from KD’s commitment to instilling confidence in its members and the philanthropic, can-do spirit that sets them apart from other women’s organizations.

Process

Early Exploration

Final Marks

Market Research and Brand Consulting

From initial concepts to final product, we built our creative process around the most important part of KD – their members and staff, who have lived with the brand for decades and have seen it evolve and grow. We retooled our creative process for this project to allow more participation at every level, and the end result is a brand that will endure.

Holistic Branding 

We unified KD’s Sorority and Foundation brands with one mark and various taglines to create consistency across their many chapters and arms. We also worked with KD HQ’s staff to establish typefaces, colors, patterns and brand guidelines to give their brand legs beyond the initial launch, enabling them to update their collateral, shop items, and every other detail of the brand.

Custom Web Design and Information Architecture

Creating a new web presence for Kappa Delta allowed us to further develop many of the items listed above – the website is a showcase for the new brand, and as such it incorporates the new look and feel. We reorganized the site around the goal of sharing stories from real members, exploring the history of KD, and what we identified as their two core audiences: Alumnae and Collegiates.

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