Did you ever need to make an upgrade, perhaps personally or for something else? On this occasion, we're showcasing Kurago, a brand that needed an update not only for its visual identity and strategy but for its naming, mainly because of its fast-paced growth. Sometimes the success of an enterprise can bring about hurdles. The creatives in charge of this big-deal change were Lex & Turner.

The company faced two obstacles. First, its name was based on the founder An, back when she started as a single-person business. Since then, they had rapidly grown to a team of ten people and needed a name representative of a larger group of workers. Secondly, the business focus shifted; the company had grown from a B2C psycho-therapy center to including B2B offerings and shifted its focus on career development.

The brand at the time did not evoke this in any way. So they needed a new, representative, and all-encompassing brand identity. So, designers came up with Kurago, which means 'courage' in Esperanto and stands for being brave and making brave choices. The Go in Kurago emphasizes the activating character, the wanting to move forward in life. This new name is a logical consequence of the strategic workshops in which Lex & Turner, together with the entire team, searched the company's core values and mission. The logo comprises some of the brainstormed ideas. The triangular shape refers to an arrow, which indicates the direction and symbolically acts as a direction blinker. At the same time, the roof symbolizes the warm and human character of Kurago. For the brand colors, they chose three warm earth tones to underline Kurago’s homely image. Each color has its target: business, individuals, and both.