Kingston Technology, the world’s largest independent manufacturer of memory products for consumer and business customers, this week begins to roll out a new global look and feel for its brand communications, by graphic design agency Stocks Taylor Benson (STB).

STB was appointed, after an initial selection process, to review and redesign the company’s worldwide brand communications’ look and feel in January 2011, based on its pre-existing relationship with Kingston Technology Europe.

The aim was to create a more unified look across multiple product lines, that also caters to the brand’s specific audiences.

Through extensive research, STB first defined Kingston’s four target audiences – Consumer, Enthusiast, System Builder and Corporate. The agency also recommended modified visual and verbal brand languages for each audience type. For example, communications needs for Consumers (human, accessible and cool) differ to those of Enthusiasts (edgy, extreme and different).

STB also created guidelines covering brand architecture, typography, copywriting/tone of voice, and product/lifestyle photography.

The new look and feel is currently being rolled out globally across channels including on-line, email, literature, point of sales and advertisement materials.

Photos: Redesigned Kindgston POS and ads in print press