Brand strategy, naming & logo for startup home inspection business

Kensa Inspections logo
Kensa InspectionsBrandingBrandingBrand InsightsBrand StrategyLogo DesignVisual IdentityDigitalDigitalDigital MarketingPresentation DesignWebsite DesignWebsite DevelopmentInfographicsInfographicsIconographyIllustrationPrintPrintCollateralIndustryIndustryOtherProject teamProject teamKim LêGraphic DesignerHeidi ScammonSenior DesignerEmily KnappArt DirectorCourtney Jo FraserDesign Strategy DirectorLevon KurkjianBrand Strategy Director300names in brainstorming phase

Building blocks for brand strategy

The founder of Kensa Inspections came to us with a dream to start a new kind of home inspection business — one that embraced the possibility of sincere collaboration between home inspector, home buyer, and real estate agents. He also recognized that his role was bigger than inspecting electric boxes and plumbing; he was helping folks make an informed decision at one of the most major milestones in their life — buying a home. The founder’s passion and positivity was infectious, so building the brand strategy and launch assets was an absolute joy for Opus. We love helping good people do good.

ken · sa

Through a comprehensive and methodical process, we identified a company name that best reflected his vision and most resonated with his target audiences. Because collaboration and inclusivity were so important to Kensa, we took inspiration from cultures all around the world to build a bank of almost 300 possible names for this home inspection business. We whittled the list to those that had the most meaningful connection to the company’s purpose, and tested with the target audience. The final name, Kensa, has many meanings across the world that speak to what they do – from the literal “inspection” translation in Japanese to the combination of the founder’s name and “sa” in ancient hieroglyphics, which has symbolic meaning for protection.

Logo design

As part of establishing an overall visual identity for the new brand, we then created a distinctive, timeless, and memorable logo. The vibrant colors mimic the colorful personality of the founder, Ken, while still portraying his professional nature. The fonts are rounded and approachable, which was important to convey the collaboration element that is central to the brand.

The teardrop shape above the “K” can be read as the head on a person, reaffirming the humanity of Kensa, or also as a comment bubble to give nod to the inspection process. This comment bubble graphic element is repeated throughout Kensa’s print and digital marketing materials. We built a comprehensive brand guide with recommended usage styles for this element and other custom illustration elements, along with a full overview of the brand strategy work and visual identity.

Preparing for launch

Armed with a new name and logo, we then partnered to build brand and go-to-market strategies for the founder to help launch his business. Opus fully immersed in research about the home inspection industry and provided key insights from interviews that informed how to best reach Kensa’s target audience. Combing our left and right brain, we used insights and eye-catching design to create an expansive portfolio of print and digital marketing materials to set the client up for a successful launch. We rounded out this project with the design of Kensa’s website.

illustration of home exterior and interior with labels for areas of inspection such as kitchen and bathroom

Opus and did a fantastic job guiding me on the path to discover my company voice, name, market positioning, outreach strategy, and more.  They spent a lot of time understanding the home inspection landscape from scratch and were deeply thoughtful about their approach and contributions throughout.  In some ways I consider Opus to be a co-founder of Kensa Inspections.

Ken RayKensa Inspections, Founder