Legit Kit

The challenge

Legit Kit are an AV equipment-rental service that caters specifically to “self-shooter” productions. These are usually leaner crews, where the producer/director and production managers are the primary point-of-contact and are responsible for the production’s success.

With an extensive background in TV production themselves, the Legit Kit founders recognised that they needed a brand identity that could properly convey their unique approach to servicing self-shooter clients. Namely, that they are a brand that is specifically designed to meet the challenges faced by this approach.

The response

The brand refresh took place two years into the life of their business, and the brand had already built up a reputation for being the fast-response team that truly understood the issues faced by their clients. Because of this, we needed to be mindful of the equity that the existing brand had built, while providing a fit-for-purpose identity that could carry them into the future.

The brand has ambitions beyond just being a rental catalogue for self-shooters, though. Unlike competitors, they provide their kits pre-packaged into easy-to-manage cases and bags (one of the biggest bugbears for self-shooters is having to re-pack mountains of equipment because it’s either unwieldy, or they have been supplied things they simply won’t need).

The Legit Kit team also prides themselves on providing constant tech-support via instant messaging. They recognise that “shoot day” is always a high-stress environment, and so give their clients this lifeline if their equipment isn’t behaving, or if they need some expert advice on how to make a particular feature/function operate.

This level of expertise and knowledge of TV production is what truly sets Legit Kit apart – so we wanted to capture those elements in the brand identity, while still clearly shining a light on their no-nonsense equipment rental capabilities.

In addition to this, Legit Kit has designs on becoming a community hub for both existing self-shooters and for anyone interested in getting into the world of TV production.

The team has successfully trialled hosting events and guest lectures, and wanted a brand identity that could flex across this area. We therefore developed a friendly, human side to the brand that they can use to showcase equipment demonstrations, technical talks and other events.

The results

The resulting brand refresh gives Legit Kit the platform to build on their early success and take the next step in their journey as a brand.

The entire brand identity was codified in a comprehensive set of brand guidelines, giving the Legit Kit team (and any external suppliers) the ability to deploy their new identity with confidence.