Broadnet
Brand and Website
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For Broadnet, a leading tech and telecommunications company, the goal of this brand redesign project was to modernize their dated visual identity and create a more dynamic, forward-thinking expression of their brand. With a rapidly evolving industry and growing competition across the political audience, to city representatives and education clients, Broadnet needed a fresh look that reflected their innovative approach and cutting-edge technology. This redesign aimed to elevate their brand presence by blending clean, modern aesthetics with strategic design elements that would not only enhance recognition but also position them as a leader in their field.
As the lead creative on the marketing team, I spearheaded the development of everything from the logo design to the brand expression, extending across multiple touchpoints. This included an extensive library of assets (see this project) designed to empower the sales team and provide ongoing internal support, ensuring consistency and impact at every level of the brand’s presence.
Logo Design
To preserve the essence of the existing Broadnet logo, I evolved the design with a modern font treatment, a refreshed color palette, and visual icons that better represent the company’s services. This updated logo was then extended to brand Broadnet’s key products, Access Live and Surveyor, ensuring consistency and a cohesive visual identity across the entire brand ecosystem.
Brand Guide
We needed a comprehensive way to document the new brand, outlining how it should be used and extended across a wide range of materials to ensure consistency and clarity in all applications.
Website Design and Front-End Development
A crucial next step in the rebrand was implementing it on our external-facing website. I worked closely with my copywriting counterpart to strategically craft a site experience that not only embodied the new brand expression but also served as an effective marketing tool to attract new business. I led the design of the site while also collaborating on the story and copy to create a cohesive narrative. The biggest challenge was working within a limited budget, with no external development resources. To overcome this, I took the initiative to learn WordPress and successfully built the site from scratch, with minimal oversight from our engineering team.
