KZEN
KZEN (Kalamazoo Entrepreneur Network) is a nonprofit organization launched to support BIPOC and diverse entrepreneurs in Kalamazoo and West Michigan. Its mission is to inspire, connect, and empower entrepreneurs by championing inclusivity, fostering community, and increasing access to resources and capital.
Obstacle
When KZEN was first envisioned, it faced two major challenges:
Launching from scratch – As a brand-new nonprofit, KZEN needed an identity that was inclusive, credible, and inspiring, one that immediately resonated with both entrepreneurs and partner organizations.
Standing out in a crowded landscape – Kalamazoo already had many entrepreneurial resources. KZEN needed to differentiate itself by clearly communicating how it would complement existing organizations rather than duplicate efforts, and how it would fill real gaps for BIPOC and underrepresented entrepreneurs.
Scope of Work
Strategy:
Discovery Session
Brand Audit
Market Research
Name Development
Competitor Analysis
Branding:
Logo Design
Visual Identity
Messaging
Brand Guidelines
Solution
Crystal Cranes partnered with KZEN to create a brand from the ground up, ensuring it was community-centered and distinct in the local entrepreneurial ecosystem.
To achieve this, we:
Facilitated community-group interviews with entrepreneurs and stakeholders, placing their experiences and voices at the core of the brand.
Crafted a unique brand identity system (logo, colors, typography) that communicated inclusivity, energy, and growth.
Developed clear brand messaging that highlighted KZEN’s role as a connector — bridging resources, uplifting entrepreneurs, and collaborating rather than competing with existing organizations.
Produced a brand style guide to ensure consistency across digital platforms, events, and community partnerships.
