Connected Dots

Brand Evaluation, Naming and Re-Branding

November 2023 

We helped a Canadian online training and education platform, to reach new heights, improve and grow. Working with the company founder, we strategically evaluated, re-positioned and re-designed their brand. Connected Dots works with those who believe that life-long learning is necessary to remain competitive. The company helps current and aspiring IT professionals who want to learn new skills or improve their knowledge and obtain industry certifications.

After dissecting and analyzing their current logo and visuals, we were able to evaluate where the brand stands and how we can help it on the journey of reaching the next level. We began our brand positioning and personification work followed by defining the brand’s archetype and personality. To appeal to the right audience and stay true to the brand values, we knew Connected Dots must lead with a Sage archetype focussed on guiding people to the path of creation, growth and success. We needed the brand persona to be logical and practical but at the same time nurturing and creative.

ABOUT THE NAME
We brainstormed and tested various names to ensure the current one is a confident choice as the company grows. Connected Dots is an ownable name, chosen for its reference to making sense, and building relationships. With a friendly feel and undertone of curiosity and discovery, it is an experiential name - focused on the target market’s experience.

ABOUT THE VISUAL IDENTITY

The grid of dots give a sense of logic to the framework of the visual identity. At the same time the various connected dots show the creation of unique systems - forming a molecule symbol. Almost all colours from the palette are used in the logo icon, giving off a creative and unique feel. Various details in the circles encourage the viewer to uncover more and be curious, while the white overlay in the centre draws attention and touches on the idea of layers and depth to the company approach. The visual identity leaves one with playful ideas and an easy-going, approachable and guiding undertone.

The sans serif font is clean, simple and open. The rounded letter terminals give it a friendly demeanour.  “Connected” is set in lower case for a casual feel, while “dots” is set in upper case to help the visual memorability and balance out length of the word “connected”. Overall, the font has a sense of ease and efficiency, referring to the company values of being effective and easily accessible.


Brand Visuals & Applications

We created consistent, on-brand communications to lead the brand forward and connect with the target audience.

Our focus was on re-vamping the customer-facing website for the Connected Dots. Our goal was to keep the great SEO rating of the website with quality content, while introducing the re-brand visually and organizing the website to help educate and convert to sales.

User Interface Webpage Design

Basic Design System

Sandbox Environment Graphics and Icons