Brand Alignment Consultancy

People | Story | Brand

We are kCross

At kCross we care how things are done. We help organizations create the 'Campfire Effect' through the process of Alignment. We believe brands and stories should be created to truly serve the needs and interests of your team and your customers. We believe that brand, storytelling and people go hand-in-hand. We call the process for connecting all three, alignment. Our mission is to help create intentional, purpose-driven brands that focus on sustainability by aligning who they are with the customers they best serve.

kCross circa 1950

We create the Campfire Effect

It was early in Feb 1950, Jack and the team had just put in a hard day at the ranch but the work was not done. The dull pain in Jack’s back was starting to tighten and burn hot. For a brief moment Jack considered heading back to the ranch house and leave the team to put the horses up for the night and go back to their camp without him. Just then his men stepped between him and the setting sun, their silhouettes merged with the sunset against the horizons bright yellow and orange. At that moment a fire of gratitude was lit in Jack’s heart. The pain of his hands and back were remembered no more as his thoughts turned to serving the ones who serve him. A new tradition was born that day. Jack stayed with the team and built a fire at the workers campsite and shared stories with them late into the night. We are not sure if Jack knew at the moment how that little campfire would effect his team and his family for generations to come.
The tradition of the campfire has effected the kCross Team for over 6 decades.

How We Help You Align

We are looking for Enlightened Leaders and Enlightened Organizations. Let us help you create the Campfire Effect.

People

The Campfire Effect encourages People to Trust, Reflect, and Connect with your brand. They will learn that it is safe to be their best, authentic selves. Your organization’s values will be exemplified by leadership and embraced by your organization with the Purpose of your mission clear to your customers.  

Story

“Those who tell stories, rule the world.” – Native American Proverb
Do you have a purpose-driven, inspiring story that captures your roots and just how amazing you are? Does everyone in your organization understand and leverage the power of storytelling to influence your culture and your customers?
 

Brand

What does your brand stand for and who are the customers you SHOULD be serving? We will help your organization create sustainable change by having a clearly defined brand, culture and values. Your people and your customers will clearly understand how what they want most in life aligns with your brand.

 

Chris Smith

"Storytellers broaden our minds: engage, provoke, inspire, and ultimately, connect us." Robert Redford

Chris is a 5th generation native of Arizona. His family arrived in Arizona in 1877 and has farmed, ranched and rodeoed for each of those 5 generations. The kCross brand has been in his family since the 1950′s when his great grandfather Jack Gable registered the cattle brand with the state of Arizona. Today, he carries on the legacy of the kCross. He comes from a lineage of entrepreneurs and small business owners. He was raised in a rodeo family and still competes in rodeos across the southwest in the team-roping event and is beginning to introduce his children to the cowboy lifestyle. Having been around cowboys and their stories for most of his life, Chris is a storyteller at heart.

He loves nothing more than being a dad. His wife and three kids are truly his best friends. He loves his time as a board member for the non-profit AZ Common Ground. He has a passion for healthy, active lifestyles. He is an Entrepreneur, Avid Horseman, Team Roper, Athlete, Passionate Public Speaker, Likeable Guy, Reggae Music Lover and Phenomenal Dancer.

Our Team

We believe teamwork makes the dream work. Mouse over each image to learn more about us.

If you would like to get in contact with us, please reach out to us using the information at the bottom of our site or simply fill out our contact form and we will be in touch!

Brand Team

Brand Team

Chris Smith View Details
People Team

People Team

Kyle Morgan | Mark Christensen | Mandy Schulze View Details
Design Team

Design Team

Pete Jones View Details
Brand Team

Brand Team

Chris Smith

Brand and Story Officer
– Cowboy, Storyteller, Husband and Father, Entrepreneur, Avid Horseman, Team Roper, Athlete, Passionate Public Speaker, Likeable Guy, Reggae Music Lover and Phenomenal Dancer.

People Team

People Team

Kyle Morgan | Mark Christensen | Mandy Schulze

Kyle Morgan
Connections Officer
Collaboration Junkie

Mark Christiensen
People Officer
Connecting is his middle name

Mandy Schulze
Talent Whisperer

Design Team

Design Team

Pete Jones

Design Officer
– Surfer

Work

A few examples of how we serve. Browse our most recent projects below.

Louis Efron

Louis Efron

Seros Financial

Seros Financial

EZ Spaces

EZ Spaces

Follow | Watch | Share

Join our social campfire!

Speaking

Brand Alignment and Brand Story Keynote Speaker

Chris’s most recent keynote speech

“I wanted to personally thank Chris for coming to L2E and inspiring me, the community, and most importantly the students at LDS Business College. The positive feedback about your specific participation and the impact you made on the hearts and minds of our students has been quite astonishing.
Your presentation, your high moral standard and the passion you demonstrated touched every one of us. On behalf of the LDS Business College and our students, thank you for taking the time to share your story with us.” J. Lawrence Richards, President, LDS Business College

Chris is a highly sought after speaker. He teaches business owners and entrepreneurs how to create THE CAMPFIRE EFFECT by helping them imagine, craft and tell their brand story. His insights on how to create a sustainable brand and culture are mind blowing.

Good Thoughts By Good People

  • Louis Efron, The Voice of Purpose at LouisEfron.com

     As a Brand Strategist, Chris is a passionate storyteller, innovative thinker, and strong thought partner. He cares deeply about helping others and always has the interest of his clients top of mind. As a person, Chris is genuine, hard working, and a truly inspirational person to be around.

    Louis Efron, The Voice of Purpose at LouisEfron.com
  • Hal Halladay, Chief People Officer at Infusionsoft

    Chris has a unique perspective and talent to connect the core values and culture of a company to its brand. He gets to the “why” and purpose of a company and develops the stories that create a brand that connects with customers and community. Chris combines passion for culture and leadership, commitment to service and purpose and is therefore a valuable thought partner and brand strategist.

    Hal Halladay, Chief People Officer at Infusionsoft
  • John Phillips, President and CEO of Associated Crafts Stained Glass

    As a Brand Strategist, Chris is a passionate storyteller, innovative thinker, and strong thought partner. He cares deeply about helping others and always has the interest of his clients top of mind. As a person, Chris is genuine, hard working, and a truly inspirational person to be around.

    John Phillips, President and CEO of Associated Crafts Stained Glass
  • Jonathan Reece, Branch Manager / Residential & Commercial Mortgages

    I can and will gladly recommend Christopher to any client trying to re brand and establish a client-centric focus for their product or service. I can speak first hand to the type of work that Mr Smith will accomplish. When I worked with him, he was charged with a re branding and establishing a client focused outreach for two firms that work joining and consolidating their books of business. He excels first, in completely understanding and evaluating the history of the company and the employees and then taking that historical information and establishing a new, fresh and current image of the company and service or product offered. If I am ever in need of this service in the future, he will be my first call. Please feel free to call me for a verbal recommendation if needed.

    Jonathan Reece, Branch Manager / Residential & Commercial Mortgages
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  • Louis Efron, The Voice of Purpose at LouisEfron.com

     As a Brand Strategist, Chris is a passionate storyteller, innovative thinker, and strong thought partner. He cares deeply about helping others and always has the interest of his clients top of mind. As a person, Chris is genuine, hard working, and a truly inspirational person to be around.

    Louis Efron, The Voice of Purpose at LouisEfron.com
  • Hal Halladay, Chief People Officer at Infusionsoft

    Chris has a unique perspective and talent to connect the core values and culture of a company to its brand. He gets to the “why” and purpose of a company and develops the stories that create a brand that connects with customers and community. Chris combines passion for culture and leadership, commitment to service and purpose and is therefore a valuable thought partner and brand strategist.

    Hal Halladay, Chief People Officer at Infusionsoft
  • John Phillips, President and CEO of Associated Crafts Stained Glass

    As a Brand Strategist, Chris is a passionate storyteller, innovative thinker, and strong thought partner. He cares deeply about helping others and always has the interest of his clients top of mind. As a person, Chris is genuine, hard working, and a truly inspirational person to be around.

    John Phillips, President and CEO of Associated Crafts Stained Glass
  • Jonathan Reece, Branch Manager / Residential & Commercial Mortgages

    I can and will gladly recommend Christopher to any client trying to re brand and establish a client-centric focus for their product or service. I can speak first hand to the type of work that Mr Smith will accomplish. When I worked with him, he was charged with a re branding and establishing a client focused outreach for two firms that work joining and consolidating their books of business. He excels first, in completely understanding and evaluating the history of the company and the employees and then taking that historical information and establishing a new, fresh and current image of the company and service or product offered. If I am ever in need of this service in the future, he will be my first call. Please feel free to call me for a verbal recommendation if needed.

    Jonathan Reece, Branch Manager / Residential & Commercial Mortgages
  •  

Seros Financial
EZ Spaces
Sports PRSS

Align and Serve

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