Connect Advisory came to our friends at Get With The Brand and Tandem Studio in Perth for a new look and website. But as is often the case, it turned out they needed a bit more than a new visual ID and online home.
To realise their strategic plans and fulfil their challenger brand’s potential, they needed some well-chosen words. Specifically, a new name and a smarter way to tell their ever-evolving story. And so, our copywriters got to work.
The Connect name just wasn’t connecting.
While only a few years old, the up-and-coming consultancy in Canberra had already outgrown its name. The founders had chosen ‘Connect’ because people – human connections – are at the heart of the often complex and highly technical consulting and ICT solutions they deliver.
This human essence still stands but ‘Connect’ lacks something. It doesn’t feel sophisticated enough. It feels cliched and simplistic when the growing team behind the business wants to evoke a level of intelligence and sophistication to complement their human heart.
After our usual briefing and naming process, which involved a full circle from our clients (at one point, they were going to stick with Connect), we landed on a new name: Sunstone. And what’s a new brand name without a new tagline?
New name. New tagline.
Why Sunstone?
Initially, the client favoured a more literal name (like Connect), but after much discussion chose Sunstone – a more conceptual name – because it strikes the right tone.
Sunstones, which are mined in Australia, are synonymous with support, cooperation, action, benevolent leadership, fairness and empowerment, and being of service to the greater whole. All very on-brand attributes.
Of course, not many people will be familiar with these associations, but that doesn’t really matter – it’s just a nice background story. More importantly, the name breaks down into two component words (‘sun’ and ‘stone’) that represent the two sides to the brand’s story: illumination and assurance, positivity and pragmatism, clarity and certainty.
A new purpose, promise, CVPs and EVPs too.
As part of the project, which will ultimately result in a new website, we developed purpose and promise statements – important cultural touchstones when the team is growing fast. We also wrote employee value propositions (EVPs) and customer value propositions (CVPs), which have already been used across Sunstone’s socials and interim website.
Kudos to Get With The Brand and Tandem Studio.
Need a new brand name and messaging platform for your business or product? Check out our other brand naming projects to get some inspiration and read more about our messaging expertise.