The Brand

Having over 20 years under their belt, K.DMC is an established authority in the city. Not only are they the first DMC ever in Austin, they're also a woman-owned powerhouse that has prioritized breaking the traditional DMC mold with their 2021 rebrand. Purchased by their Creative Director in early 2021, K.DMC brought me on in the fall to push their rebrand into new heights, and further develop their identity as it percolated into pitch decks, marketing collateral, social media presence, and more.

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Their new look pivoted from a saturated smattering of un-curated imagery to a more refined, bold, and overall contemporary approach that defied the status quo of most destination management companies. The visual identity utilized neutrals intercepted by bold color interventions that provided a visual break from black and white that not only represented the unique flourishes of their home city of Austin, Texas, but celebrated them. The result is a brand that is ultimately a reflection of the city that K.DMC is based in, it pays homage to the city of Austin through curated, intentional imagery and those bright color moments nested well within a modern framework.

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When it came to social media, the key for K.DMC was focusing on modern platforms with a refined and consistent strategy in place, in this case that platform was Instagram. Instead of unrefined event imagery, a focus on casting a spotlight on intentional shots that made for an overall more pleasing and editorialized visual feed was the goal. In addition to this, ramping up story usage, producing events-adjacent content, and generally being more active on the platform were main areas of focus. Most notably, the "Humans of ATX" video campaign in partnership with local Austin production company Ocotillo Films provided a much needed shake up to the constant event imagery by highlighting the different people involved in the events world. From drivers, to makeup artists, to local business owners, this series provided another opportunity to celebrate the people that make up the city of Austin.

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As K.DMC settled into its new identity, growth was exponential. The bounce back the events industry experienced post COVID-19 pandemic cannot be overstated, and it was no different in Austin. As this growth continued, K.DMC embarked on a new opportunity, one that would bring them to a state growing in popularity by the second, Montana. K.DMC Montana was an initiative meant to highlight on this rising popularity, and bring the very same ethos of a mold-breaking destination management company to the treasure state. The idea behind this brand was to carry over the same DNA from K.DMC Austin, while giving it its own unique "flavor". The result was an identity that had its own flare but settled correctly within the K.DMC family.

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