Independent creative agency Now We Collide has worked with digital employee experience company Azuronaut on its rebrand to Cocentric along with new brand values and visual identity.
Cocentric improves the digital employee experience, bringing people and tech together to unite and connect the workplace. Major global brands including Kerry Group, Populous, Pladis (McVitie’s, Godiva) and The White Company are already benefiting from Cocentric’s strategic approach to employee communication and collaboration, as more businesses adapt their workforces for the future world of work.
The new brand is being launched today across the UK, Europe, Australia and New Zealand with a redesigned website, digital and social media presence.
Now We Collide has driven a complete overhaul of the company identity. This includes creating the new company wordmark – a play on the words collaborate, communicate, and centric – to reflect how Cocenctric builds companies up. The agency also created the new logo, style guide, brand strategy and refined and defined core company values, mission, vision and purpose.
Following an in-depth market analysis of the business and creating a strong strategic framework, Now We Collide redesigned the brand’s visual assets to capture Cocentric’s core essence. The new wordmark and logo is bold and brings a sense of energy whilst strongly linking to Cocentric’s values of connection and collaboration.
Regan Collins, Cocentric Founder and CEO, says their approach to the digital employee experience is unique and the rebrand reflects this.
“The rebrand has already been embraced by our employees and stakeholders and we’re excited to see it go live.”
Brett Secole, Cocentric COO, adds that the business has evolved rapidly over the last few years “and the relaunch as Cocentric represents an expression of our huge growth, providing our clients, employees and wider stakeholders real clarity on our strategy moving forwards”.
On the decision to entrust Now We Collide with this important company evolution, Rhea Hokayem-Conway – Cocentric Head of Marketing says: “We reviewed a number of proposals as part of the pitch process and Now We Collide immediately stood out due to the calibre of their work, their insights led strategy and their understanding of the challenges we faced. Everything was very collaborative from the outset, this has enabled us to get the very best out of the partnership with them, and we’re looking forward to working closely with them in future as we continue to roll out marketing plans.”
From Now We Collide’s perspective, Kurt Toohey, Creative Director says the visual identity and brand framework now sets Cocentric apart in the category and provides a solid foundation.
“Along with a new name, we developed a simple, yet strong wordmark, brand symbol, refreshed colour palette and layout system. Animated versions of the brand symbol and wordmark were also created, with the symbol variations subtly alluding to the brands purpose to ‘unlock the best in people’, with the silhouette of a lock forming before transforming into the open ‘C’ shape.”
