Founder's Note
Over the years, I’ve had the opportunity to work with global companies across diverse sectors, including FMCG, food & beverage, medical marketing, telecommunications, and personal care, serving different regions such as EMEA and LATAM. I generated an understanding of how context shapes strategy.
This experience taught me that while markets and technologies evolve, what truly drives growth is the ability to remain wise, instinctive, and human-centered.
I’d like to share some of our recent projects that we worked on as KHAYL's team (formerly ARTUbeats), along with case studies that include details. These case studies not only highlight the results but also tell the story of the journey. I hope they serve as inspiration for you as well.
Stay thoughtful, stay wise.
Betül
Expanding CAMPAG’s Reach through Multicultural Marketing
Brief
CAMPAG, a leading agricultural cluster in Aragon, Spain, with 75 members and various international projects, needed help growing its brand locally and globally. They sought a professional marketing team with a multicultural approach to strengthen their identity and reach beyond Spain.
Solution
In March 2021, we partnered with CAMPAG to develop a fresh brand identity and marketing materials. We created multilingual catalogs, exhibition designs, and a comprehensive brand look. In 2022, we expanded CAMPAG’s global reach by connecting them with agricultural clusters in Germany, South Africa, and Romania, supporting international online networking. We also began developing a new website, which launched in 2024.
Results
A modern brand identity and clear brand guidelines.
Expanded international connections with key markets.
Increased global outreach through multilingual content.
Successful virtual networking events during the pandemic.
Launch of a new website that reflects the updated brand.
Strengthening BioClonal’s Brand and Online Presence
Brief
BioClonal is a biotech company in Zaragoza specializing in monoclonal antibodies, needed a sophisticated brand identity and a modern website to better communicate their expertise and engage international stakeholders.
Solution
We worked closely with BioClonal to refine their brand and online presence. We began with a brand discovery process to ensure the brand fully aligned with BioClonal’s vision. Next, we created brand guidelines to ensure consistent communication across all platforms. We also reworked their logo, giving it a more sophisticated, modern look that better represented their innovation. Additionally, we designed marketing materials for trade fairs to help BioClonal effectively showcase their offerings. Finally, we developed a new website, focusing on a sophisticated, user-friendly design that clearly communicated their services and expertise.
Results
A brand identity that reflects their sophistication and innovation.
Clear brand guidelines for consistent use across all platforms.
A refreshed logo that aligns with their values.
Engaging marketing materials for international fairs.
A new website that enhances user experience and showcases their services.
Creating Sprayman’s New Persona, Logo, Packaging
Brief
Sprayman sought to strengthen its position in the highly competitive insulation market in the US, aiming to communicate the superior quality and versatility of its spray foam products to both DIY enthusiasts and professional contractors. The challenge was to make the brand stand out and highlight its unique selling points effectively to a broader audience.
Solution
We partnered with Sprayman to develop a strong brand persona through a comprehensive brand discovery process. This process allowed us to clearly define the brand’s core values and establish solid brand pillars. We then refreshed their brand identity, creating a modern and consistent look, and developed a comprehensive corporate brand guideline. The new logo was a pivotal part of this update, and we’re also working on new product packaging designs to match the evolved brand identity.
Results
A modern, attractive brand identity that aligns with Sprayman’s
core values.
New logo and packaging that enhance shelf appeal and
market presence.
A clearer, more compelling brand persona that resonates with both DIY users and professionals.
Increased brand visibility and a stronger market position, making Sprayman ready for further expansion into new markets.
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