Brand Book #2: KeySmart

Brand Book #2: KeySmart

One of the most popular products ever launched on Kickstarter, KeySmart, has hit the ground running since its initial launch in 2013.


The creator and CEO, Michael Tunney, was a robotics engineer making six figures. Yet, despite a great salary and a secure job, Michael found himself with the feeling that something was missing. He quit his job, sold most of his belongings, and traveled through North America. It was during this time that he began building the business around KeySmart – a little aluminum steel frame that solves the issue of clunky, dangling key chains. With a background in design engineering, Michael designed the product himself. Now the KeySmart company has grown to offer several models of the KeySmart organizer as well as a “smart” backpack, and other minimalist designed yet innovative products.


I love a great story behind a product. I love even more the story of the CEO, Michael Tunney, only taking a $40,000 annual salary because he recognizes that he found himself a lot happier when he had less.


I came across KeySmart when I was looking for a solution for where to store my keys when I go running.


When I visited their website for the first time, I wasn’t sure if I landed on the correct page. I found the website to be confusing to navigate, but also not share the same look that their social media posts did. I also noticed that it wasn’t easy to find the full list of products they offer. I saw some really cool products on their Instagram that I wasn’t able to find on their website. It was surprising to me that a company with such a popular product that is based on minimalism and functionality didn’t have a very minimalist, functional website.


Coincidentally, this all happened during the period I was deciding on three companies to work with for my portfolio project. There couldn’t have been a greater omen.


I love the story of KeySmart, the ideology behind everything and their products. They’re already a fairly well-established company as well as operating completely online, so they’re a bit different from the brand book I created for PARLOUR.

Here are my plans for the Key Smart branding process:

  • No need to make a new logo, the one they have already is great and looks great on their products. If anything, maybe a tiny touch up.
  • Logo work will consist of organizing and clarifying logo usage.
  • A clearly defined color palette for website, social media, and advertising purposes.
  • A defined style/look for advertising purposes.
  • Identify company voice/personality.
  • New website mockups.
  • Social media post mockups.
  • Organize the line of products available with copywriting examples for descriptions.


These are the rough goals I want to achieve this week with KeySmart. I think the focus for this week’s brand book will be on the mockups and where we can take the KeySmart brand from here on out. Can’t wait to dive in. (-:

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