Since its founding in 2004, Kaizen had relied on a single Manga-style illustration. While effective, having only one visual execution meant their communications began to look repetitive. We needed to refresh their brand while preserving the Manga influence, updating it to create a diverse image library that would add variety to their communications whilst maintaining a consistent brand identity.
Using cutting-edge generative AI, we developed a series of new illustrations that honoured the original chaotic IT aesthetic while feeling contemporary and vibrant. This approach allowed us to maintain the brand's recognisable character whilst introducing fresh visual elements that could be deployed across various touchpoints.
The result was a modernised brand identity that retained Kaizen's unique personality. By carefully evolving rather than revolutionising their visual language, we ensured brand recognition remained strong whilst providing the versatility needed for diverse communications. The updated palette of green, blue and orange hues brought a contemporary edge to their materials, helping Kaizen maintain their position at the forefront of the IT sector.
