Designing for a new standard – how Krneta’s rebranding came to be

The idea of ‘A New Standard’ has always been in our DNA. Since launching Krneta in 2015, we have looked to not only provide certification and compliance but to lead and improve, to set the standard, ultimately benefiting the wider community. Our goal is to be ahead of the game and to do so in a safe, timely and efficient manner.

We push for change every day of the year, yet our brand and image said otherwise. We needed a brand identity and design language to speak to the new standard we professed.

Beginning in May of 2022, we began working with brand strategy and consultancy experts Dugan & O’Sullivan. A workshop set in motion a strategic roadmap to our desired and recommended result. With this in place, Krneta’s brand identity quickly followed.

“Restless and eager for change, Krneta are holding the industry accountable: setting a new standard,” says Samuel Dugan, Creative Director of Dugan & O’Sullivan, “the new visual identity needed to capture this energy and vision, to reflect strength and composure.”

For Krneta, finding the sweet spot between the importance of our work and our zest for life was key. Having a brand that was approachable, friendly and clear was essential to its success, but not at the risk of being too casual.

“For Krneta, a visual language that demonstrates the rigorous structure and control and attention to detail was our goal. The results were distinctively understated, designed to ensure the message of safety and compliance remained the focus of their work,” says Dugan.

Like any building site, there are many moving parts to a successful job. Several other factors needed to come together to fulfil these needs, including photography, art direction and printing.

“We knew that engaging Dugan & O’Sullivan would finally link our personalities with our work. Trusting their process means we achieve the full impact of their expertise. Our brand is now coherent and complete, communicating our professionalism and approach,” says Nathan, Krneta’s Director.

Working with a great photographer to capture our staff and folio in the best light brought Krneta’s rebrand to life. “Colour and photography are the heroes of this project,” says Dion Amor, Dugan & O’Sullivan’s Art Director, “we worked with photographer Kristoffer Paulsen to maintain the same visual coherence we had established with the type and palette. The results were perfect and provide the quiet confidence Krneta and this whole project exudes.”

Please take a walk around our new site and take some time to let our new brand sink in. We love it and know you will too. As we expand our services and reposition ourselves nationwide, look for the yellow of Krneta as a badge of quality and reliability.