Konjo
How Konjo Went from Undefined and Founder-Dependent to a Bold, Culturally Grounded Agency Brand with Nuevo
Year
2025
Client
Konjo
Service:
Brand Strategy | Visual Identity Refresh
The Client
Konjo is a PR and community engagement agency founded by Krystal. Before working with Nuevo, Konjo was operating with a free-flowing, undefined product offering. The brand lacked visual identity and clear positioning, and there was little separation between Krystal as the founder and the Konjo brand itself. The business was functioning but visually and strategically, the brand hadn’t caught up with its growth.
The Challenge
As Konjo approached its next phase of evolution, the risk of stagnation loomed. Without intentional investment in brand development, the business risked falling behind its own momentum. Krystal knew it was time to elevate the brand beyond day-to-day hustle. She was inspired by Nuevo’s visible brand momentum at the time and saw the need to infuse life, structure, and cultural depth into Konjo’s identity; something that couldn't wait.
The Process
From the start, Krystal was drawn to Nuevo’s transparency; she’d been following Naoma’s social presence and newsletters, which gave her confidence in the process. What stood out was Nuevo’s emphasis on strategy as the core, rather than just visual aesthetics. The process brought clarity through a strategy-first approach, not just a surface-level refresh.
A pivotal moment came with the delivery of the brand personas. For Krystal, it was like holding a mirror up to the business; finally seeing clearly how Konjo shows up in the world and how it aligns with its audience.
That outside perspective was powerful.
The Impact
Today, Konjo feels like a fully realized brand, not just a name offering services. The business now has a distinct track record, a refreshed visual identity, and a strategy that reflects its bold, culture-infused point of view. The launch of the new website is generating excitement and positive reactions.
“It’s about time!” people are saying.
Internally, the process helped Krystal reset, rethink, and prepare for growth into the next decade. With a strong brand in place, she can confidently streamline Konjo’s presence, elevate its market perception, and finally step into its identity as an established agency not a fly-by-night consultancy.
“The experience was world-class and the final brand product exceeded my expectations. It was a great way to look at my business through a different lens, enjoy the step back, and trust the process without overthinking it.”
— Krystal Yoseph