Brand strategy, naming and identity for Keyek, the identity assurance authority for government, defence and enterprise.
Keyek delivers indisputable proof of identity: certain, unified and enterprise-wide, built for the demands of the most complex organisations.
A change in ownership and a bold new vision created the opportunity to signal a genuine fresh start for clients and employees alike. The business needed a brand that matched its ambition and could carry a compelling new direction, both externally and internally.
A clear vision, settled first
Working closely with the leadership team, we aligned the business and brand around a clear new vision: a world where identity is indisputable, and where that certainty frees everyone to do more, share more and build more.
The brand promise, Identity. Certain. Enterprise-wide, became a powerful anchor for a complete brand strategy spanning vision, mission, values, beliefs, brand story, messaging and personality. We also simplified the brand architecture, consolidating a suite of product brands into one unified, authoritative identity.
A name that proves the point
Keyek is a created palindrome built around the word ‘key’, the universal symbol of access, authentication and security. The name places the brand directly in its category, with immediate legibility for enterprise technology buyers.
At five letters it is compact, visually distinctive and phonetically clean. Its palindromic structure adds an intellectual dimension fitting for a platform that proves identity is the same entity, verified from every direction. Embedded at its centre is ‘eye’, reinforcing the brand’s role in seeing what is often unseen and protecting identity at every layer.
To make the name an asset the business could own, we partnered with IP legal professionals to conduct comprehensive trademark searches and guide the name through registration.
Design that mirrors the technology
The identity is expressed as a strong, bold custom wordmark that brings the palindromic name to life. Opening and closing with exaggerated, distinctive Ks, the letterforms mirror each other in angle and rhythm, reflecting the parallel and reflective nature of the technology itself.
At the centre, the Y features a multilayered, three dimensional element and a gradient that illuminates the word KEY within the name, a nod to the dual-key nature of the platform. The colour palette is digital first, drawing on the CRT console heritage of computing, with an RGB lime as the hero colour that signals military-grade technical precision.
A brand built to perform
A rebrand earns its keep in the room, in the way leaders talk about the business and the way customers understand it. For Keyek, the new positioning gave the team a sharper, more effective way to articulate complex technology.
“The branding exceeded my expectations and the process was smooth and methodical. Our technology is not simple, yet Truly Deeply found a way to quickly understand it, re-position it, and developed a brand strategy that nailed the brief on the first attempt. They were not afraid to challenge our thinking, debate our assumptions, and articulated the brand positioning in a way that allows us to be more effective in customer conversations. One of our Directors commented that it was the best brand strategy and creative work he has seen.”
Charles Agee, CEO, Keyek.
As part of the branding process, Truly Deeply provided Keyek with a competive review, brand strategy, naming, brand identity design, brand assets, templates and collateral design.
Keyek is the identity assurance authority for government, defence and enterprise. The company delivers indisputable proof of identity that is certain, unified and enterprise-wide. Built for the demands of the most complex organisations, Keyek ensures identity is verified, protected and trusted for everyone, everything, everywhere, every day.