Centro is a digital media management software and services company that had low awareness within the B2B media category. With a new product on the horizon, they wanted an updated website to increase their brand presence, but in this noisy marketplace, a new site was not enough.
What Centro really needed was a new brand positioning that would disrupt the category and connect with its target audiences of new customers, potential employees, and most importantly, the 500+ people who already work there.
Through company-wide stakeholder interviews, product immersions, category analysis and target research, we delivered a brand positioning that differentiated Centro from the sea of sameness of B2B tech and provided more clarity around the benefits of each of their products.
We partnered with Centro to develop a visual and verbal identity that is refreshingly human and easy to understand. We then brought the new brand positioning to life across all of Centro’s internal and external-facing touchpoints and renovated all aspects of the brand.
We built a best-in-class website. Every page clearly articulates Centro’s purpose and products so it’s easy for everyone—from junior media planners to Fortune 500 CTOs—to get on board.
The new Centro brand captures the spirit of the company and sets it apart among a very noisy and competitive category. We changed the perception of what a B2B company can look like, act like and be.