KEH: Developing a brand with soul

Overview

KEH was seeking increased awareness and affinity, to help fuel the business’ ambitious growth.

KEH is the worlds largest market for used photo and video gear. They have a strong reputation with fantastic reviews from devoted fans. But low awareness is limiting growth, and marketing communications have been competing largely on price alone. So, we helped KEH discover and communicate the heart and soul of their brand.


What We Did

  • Mission, Purpose & Values
  • Experience Principles
  • Value Proposition
  • Brand Personality
  • Logo Design
  • Visual Identity System
  • Messaging & Tone of Voice
  • Brand Collateral

Shaping the Foundation

KEH is known for its history, quality, selection and service. These advantages stem from a team of dedicated employees that are not just selling camera gear, they are skilled and passionate camera lovers themselves. They have a natural understanding of what photographers and camera lovers need and a desire to help them achieve it. We sharpened this into a sense of purpose that celebrates cameras, expression and the photographic community.

About KEH

We’re camera people — photographers and videographers, collectors and crafters, makers, and muses.

The original camera re-commerce company, KEH has always envisioned a better way to put rare and quality secondhand gear in the hands of fellow photographers. With their support, we’ve become the largest curated market for used (or, in our view, field-tested) photo and video equipment in the industry.

In an age that treats every camera like a disposable camera and every photo like an instant photo, we believe in making the best last.

Gear that earns the KEH stamp of approval is gear that goes further and reaches higher.

Graded by experts. Renewed with care. One-of-a kind. Sustainable. Exchangeable.

A KEH camera is an instrument of possibility. A medium for opportunity.

A chance to create and share something extraordinary with the world.

Shaping the Foundation

KEH is known for its history, quality, selection and service. These advantages stem from a team of dedicated employees that are not just selling camera gear, they are skilled and passionate camera lovers themselves. They have a natural understanding of what photographers and camera lovers need and a desire to help them achieve it. We sharpened this into a sense of purpose that celebrates cameras, expression and the photographic community.

Crafting the Logo

We re-designed KEH’s logo, inspired by the machined brand marks on older camera bodies that symbolize trust and quality. A versatile logo, it can be used as a word mark, stamp or seal to further communicate the quality and craftsmanship associated with every piece of equipment that KEH grades and repairs.

Visual Identity System

The visual identity system furthers the look of the logo with customized grading marks, icons, and graphics. The colors include KEH’s distinctive orange, along with a neutral palette that helps photography stand out, as well as a vibrant palette for layouts that draw attention and expression. The primary typeface is full of personality, and is supported by a secondary and monospaced typeface that reinforce the graphic look and add texture.

Say hello.

Press & Media Relations

press@goods.services

General Inquiries

Contact Us

ATL

New Business

Rachel Adams

Office

905 Bernina Avenue
Suite D
Atlanta, GA 30307

NYC

New Business

Graham Engebretsen

Office

1 Liberty Street
New York, NY 10005

SFO

New Business

James Witcher

Office

500 Stanyan St
Studio 606
San Francisco, CA 94117