KAS Services rebranded as Anko in India and positioned itself as a global capability center for seamless customer-centric experiences across iconic retail brands in Australia: Kmart and Target.
Website Refresh | Brand Activation | Employer Branding | Workspace Branding
Objectives
Anko needed to be perceived as a young, vibrant, and inclusive organization to appeal to both existing employees and prospective candidates.
End-to-end implementation of the new brand in a short span of time
Strategy
Toss the Coin worked with the Anko leadership team to establish a flexible yet rigorous approach to arrive at a detailed implementation plan and key milestones. The team recognized that a divide-and-conquer approach would simplify execution and tracking.
The brainstorming sessions covered everything from branding and representing Anko’s core values to exploring what makes candidates want to be part of the brand. We even asked, “What could go wrong?” to anticipate and address every potential challenge.
Conceptualizing a vibrant brand persona for Anko
Bringing to life the brand in their work environment
Highlighting the high-end work that Anko was doing in the world of retail innovation
Execution
We revamped Anko’s website, giving it a lean and colorful design. Real employee images, tagged with the slogan “We are Ankovians” , were featured to foster a sense of belonging. We also enhanced the UX by strategically highlighting CTAs based on cursor movement and added GIFs to boost engagement.
With employer branding initiatives, Toss the Coin focused on three key aspects
To ease the transition and help employees imbibe the new brand, we recommended employee engagement activities which aligned with the new brand persona and messaging.
We revamped the hiring process to make it more candidate-friendly and reimagined the induction process. We also proposed many initiatives with the objective of reducing attrition rates.
For LinkedIn, we conceptualized a teaser campaign to spark curiosity about the rebranding and developed a culture-focused page featuring a professionally shot video titled "A New Kind of Team Member."
We conducted a diligent recce of the Anko office to assess branding needs and then created custom designs for specific areas, creating interactive spaces to enhance engagement.
We managed the brand refresh event right from ideation and branding to execution and logistics. The event was called 'IGNITE' to align with Anko’s new branding theme and to celebrate the company’s new identity.
Impact
The new Anko brand is a true reflection of the company’s commitment to retail innovation and employee engagement. This initiative not only elevated its market presence but also empowered the organization to position itself as a vibrant and inclusive workspace. The success of the Anko brand activation project stands as testimony to Toss the Coin’s strategic capabilities.
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