Consltek

Brand Evaluation and Re-Branding

May 2024 

For businesses navigating the complexities of the digital age, Consltek emerges as a trusted partner, specializing in cybersecurity and technology solutions. This project showcases a comprehensive rebranding initiative designed to reposition Consltek as the loyal guardians of their clients' digital world, empowering them to move forward with confidence and peace of mind. While the established name "Consltek" was retained, a new brand identity and strategic messaging were developed to resonate with their ideal customer and reflect their core values.

ABOUT THE POSITIONING
Consltek's target audience is the experienced IT Director or VP, a demographic wary of impersonal service and motivated by a fear of making the wrong decision. With a small team and limited budget, their primary goal is to find a trusted partner to handle the complexities of tech security. The challenge was to create a brand identity that speaks directly to these needs and anxieties, positioning Consltek as a reliable, expert partner.
To address this, a brand persona combining "the sage" and "the hero" was crafted to communicate wisdom and courageous protection. This is encapsulated in the brand message: "We are the loyal guardians of your digital realm, guided by the wisdom that ensures your business thrives". This messaging, along with a professional and warm brand voice, directly addresses the customer's desire for tranquility and order, promising relief from stress and anxiety. Core values of understanding, caring, and simplicity assure clients that Consltek is a partner invested in their success.

ABOUT THE VISUAL IDENTITY
The visual identity for Consltek was developed to be modern, logical, and progressive. Its asymmetrical design suggests transparency and direction. The icon can be interpreted in several ways: as a labyrinth, symbolizing Consltek's ability to always find a path; as a magnetic force attracting the right solutions; and as a stylized representation of the letters "C" for "Consl" and "T" for "tek". The name "Consltek" itself is a hybrid of "consulting" and "technology," and the new wordmark reflects this by giving a bolder weight to "CONSL" to emphasize the consulting aspect that elevates their technological offerings. The wordmark is set in the clean, modern sans-serif font Gotham, in all capitals to convey practicality and seriousness.

Brand Visuals & Applications

A comprehensive system of secondary visual elements, including graphic shapes, iconography, and photography guidelines, was created to ensure brand consistency across all applications, from business cards and letterheads to presentations and landing pages. This cohesive visual system reinforces the brand's persona as a stable, professional, and caring partner.

COLOR PALETTE
The color palette is a sophisticated blend of warm, reliable browns and a logical, trustworthy deep blue, accented by softer, nature-inspired hues. Colors like Honey Brown (reliable, solid, safe), Aegean Blue (logical, intuitive, orderly), and Teal (balance, tranquility) were chosen to evoke a sense of calm, stability, and care.

Before

IDENTIFYING THE NEED FOR CHANGE
To begin the project, I conducted a brand audit which revealed that the existing Consltek identity was hindering its ability to connect with customers. The logo and wordmark felt disconnected and were difficult to read as a cohesive unit. This lack of unity was compounded by a limited and "cold" color palette and widespread inconsistency across all secondary visuals. The brand used a conflicting mix of graphic shapes, icons, and textures that created a confusing visual language. The goal of the rebrand was to solve these foundational issues by creating a unified, professional, and engaging identity system from the ground up.