Case Study

TYPE | Rebrand
CLIENT | Connect Central
SOLUTION | Strategy & Design

THE BRAND

Connect Central is a space where entrepreneurs, professionals, and organizations of all sizes can find flexible workspace options and reliable solutions. Connect offers a polished business environment with a casual atmosphere for collaboration and connection.

THE SITUATION

Connect Bradenton was in need of a refresh. Not only were they at the cusp of expanding their business model - they also wanted to lose the moniker of “Bradenton” to build a brand that would grow with them into the future.

A complete rebrand is no easy feat - but the brand experts at Sokos Solutions were up for the challenge!

THE SOLUTION

Team Sokos spent six months building strategy and systems for the campaign, starting with identifying a new name and identity as Connect Central. This included placemaking within the space, brand packaging, signage, and a custom website build.

In addition to the strategy & design pieces, Team Sokos coordinated public relations efforts to announce the rebrand, created mission-forward copy and statements about the business, and revamped all messaging.

Tactics

• Target Audience Identification

• Fully-customized Brand Toolkit

• Earned Media Strategy and Google My Business Strategy

• Copywriting for Brand Values, Statements & Voice

• Brand Name Ideation and Tagline Creation

• Packaged Social Content and Strategy

Goals

• Clarify and simplify brand messaging

• Strategize the rebrand from start to finish

• Leverage digital marketing to tell their story

• Launch brand refresh & gain new clients!

THE STRATEGY

Core Values:

connection
flexibility
growth
professionalism

We started by identifying an inclusive name for Connect Bradenton that communicated its space in Downtown Bradenton - it is the central hub for connection and collaboration for business owners, entrepreneurs, professionals, and more.

The biggest piece that influenced strategy for Connect Central was its new Mission, Vision, Values, Value Proposition, and Tagline.

Connect Bradenton’s tagline was “Work The Way You Want” - which focused on services.

Connect Central shifted its messaging to “Where You - and Your Business - Belong” which communicates flexibility, growth, and community. This shift from services to solutions opened the door to new opportunities as the business and space continues to develop.

The team at Connect still liked the “connected” script of its original logo, but were looking for an inspired new approach.

Lead Brand Strategist, Danae, found an incredible font that included dynamic ligatures and nested letters (as seen in the Co of the primary logo) - which also inspired the interlocking CC’s of Connect Central’s icon.

The color palette grew from one color to an entire designscape including sky blue, teal, warm sage, and electric lime. This is balanced with a deep navy and charcoal.

The signature of Connect Central’s branding is its use of gradients, which communicates flexibility and community.

In addition to the new logo suite and color palette, brand patterns were created and custom-illustrated for use amongst all of Connect Central’s design needs, from the website and social media templates to print materials like business cards, rack cards, murals, infographics, and wall clings.