For over a decade, Kapor organizations have been removing barriers for people of color in tech. We gave Kapor the framework to do even more.

The Kapor Center’s new chief marketing officer was looking to stretch her budget by using the brand equity of each of the Kapor entities to support one another. Our task was to create a brand architecture and unified strategy for each of the Kapor brands, along with suggestions for messaging and cohesive brand identity.
  • Market Research
  • Audience Insights
  • Brand Strategy
  • Brand Identity
  • Positioning and Messaging
  • Consulting

As people of color

Within four months, we built a brand architecture that unified the four brands taking into account the overlap and differences of each of their audiences.

As a family of brands that support people of color from kindergarten through careers and entrepreneurship with a wide range of stakeholders, including educators, administrators, corporations, policy makers and venture capitalists we chose to use the people at the center of it all as the catalyst for the story.

We proposed a brand strategy and three identities that connected them through words and creative direction.

Option 1

Option 2

Option 3

The Kapor team opted for option 1, and as part of the engagement, we provided them with a brand book for each entity with audience profiles, personas and brand guidelines that could be used to direct future marketing efforts.

Working with Tote + Pears was a transformative experience for us at Kapor. They helped us realize the power of leveraging brand equity across our entities, creating a unified, compelling narrative that resonates deeply within our communities. This collaboration has set a new standard for how to approach branding and marketing strategy.

Jeanette Jordan, Chief Marketing Officer, Kapor Enterprises, Inc.

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