IKNOWA
Building a brand the tradespeople trust
iknowa had already built something remarkable. With more than 6,000 contractors joining through word of mouth alone, the platform had earned genuine trust within the trade community. But while the business had evolved, the brand and digital experience had not kept pace.
As a regulated platform helping contractors manage insurance, compliance, and business growth, iknowa needed to communicate greater confidence, clarity, and credibility at every touchpoint.
Our challenge was to create a brand and digital ecosystem that reflected the quality of the service behind it — combining enterprise-level trust with the warmth, simplicity, and community spirit that made iknowa successful in the first place.
The result is a refreshed identity, website, and digital experience designed to support the next stage of growth while staying true to the people who built it.
Brand Strategy, Brand Identity, Brand Guidelines, Website Design, Print Design, Digital Assets
The challenge
Despite strong community trust and impressive organic growth, the overall experience felt fragmented.
The existing brand lacked consistency across touchpoints, the website experience made it difficult for users to understand the full value of the platform, and the emotional story behind iknowa's mission was largely absent.
Most importantly, the brand understated one of its greatest strengths: its position as a regulated, enterprise-ready platform built to protect and support UK tradespeople.
The opportunity wasn't to reinvent iknowa — it was to reveal the credibility, expertise, and human care that already existed at its core.
Logo evolution
Rather than redesigning the logo from scratch, we focused on meaningful refinement.
The goal was to preserve the recognition and trust iknowa had already built while introducing greater clarity, character, and strategic meaning.
The most significant evolution came through the dot of the "i" — transformed into a symbol that reflects the heart of the brand.
At first glance, it appears as a speech bubble, representing conversation, recommendation, and the word-of-mouth trust that fuels iknowa's growth. Look closer, and it reveals the silhouette of a beaver's tail — a subtle reference to craftsmanship, collaboration, and the industrious spirit embodied by Lucy and Barry.
This dual meaning creates a distinctive brand asset that connects the platform's story, community, and values within a single, memorable detail.
A small change, but one that carries a much bigger message: trust starts with conversation.
The Brand Idea
The speech bubble became a flexible brand device used throughout the identity; framing messages, highlighting customer stories, reinforcing recommendations, and creating moments of connection across digital and physical touchpoints. It transformed a simple logo detail into a recognisable asset that could carry the brand's voice wherever it appeared.
To further strengthen the identity, we developed a bespoke icon set inspired by the same principles of simplicity, clarity, and craftsmanship. Designed to feel approachable yet professional, the icons help communicate complex services, insurance products, and compliance requirements in a way that feels intuitive and easy to understand.
The colour palette was also refreshed to bring greater warmth and personality to the brand while retaining the trust expected of a regulated platform. Inspired by the natural world of the beaver, colours such as Dam Brown, Riverbank Gold, and Sawdust Cream introduce a richer, more distinctive character that reflects iknowa's values of community, sustainability, and hard work. Combined with accessible digital colours and clear typography, the palette creates a balance between enterprise credibility and human warmth.
Together, these elements create a cohesive brand world that feels unmistakably iknowa — one built on trust, shaped by community, and designed to support the next generation of UK tradespeople.
Outcome
iknowa's refreshed identity transforms a trusted platform into a trusted brand.
By unifying the visual identity, website experience, and digital ecosystem around a clear strategic idea, we created a brand that better reflects the credibility, expertise, and human support at the heart of the business.
The evolved identity introduces a distinctive visual language rooted in conversation, community, and craftsmanship — bringing the story of trust to life across every touchpoint. From the refined logo and brand assets to the redesigned website and digital platform experience, every element was designed to make complex services feel simpler, clearer, and more approachable.
Most importantly, the new brand gives iknowa a platform for growth — strengthening recognition, communicating its regulated status with confidence, and helping more tradespeople discover a better way to protect and grow their businesses.
A stronger brand. A clearer experience. A foundation built for the future.
Find out more
If you’d like to learn more about how we collaborated with the team at iknowa to move them to a better place, feel free to get in touch.
We'd love to chat if you're a brand looking to reenergise, evolve, and carve out a brighter future ahead of the flock.
Call us on: 01443 237717
Email us: whistle@brightcollie.com
Bright Collie took a great deal of pride in always understanding what it is we needed from our rebrand. What they delivered was a distinctive brand, that embodies our values and ethos, and emboldens us on our mission to challenge the status quo in the solar space. The brand is bold and cohesive, and gives us a great platform we’re already benefiting from building on.
Mohamed Gaafar – Co-Founder & CEO