Kekst is an elite public relations firm that has provided counsel and strategic services to clients around the globe for almost 50 years. Straightline helped them update their own brand to reflect their reputation as a valued partner, known for their wisdom, integrity and professionalism.


Guided by a new generation of advisors after the retirement of founder Gershon Kekst, Kekst & Company sought to recommit to their deeply ingrained client-focused culture, and mark the change with the help of a refreshed brand and a simplified name. The new identity needed to convey Kekst’s impressive level of experience and judgment, while also differentiating them from their peers, many of whom had gained success in part by following Kekst’s formula.


Straightline workshopped with Kekst senior partners to establish a brand platform and to kickstart the creative process for a new visual identity and company website. The new Kekst wordmark, design system, and website are understated, logical and precise, reflecting the firm’s discreet style and the clarity of its insight. A Straightline-produced photo shoot captured the commitment and client-focus of the company’s professional staff.