REBRAND OF S&T COMMUNICATIONS
01/ PROJECT SCOPE
Create a new brand identity, better segment, or divide, the customer base into groups of individuals with specific needs and interests. Identity the most relevant and unique value propositions to each group.
02/ Background
S&T was founded as a Cooperative in 1952, to provide much needed rural telephone service in western Kansas. Eventually, Cable TV and High-Speed Fiber internet were added as core services. Although still a Cooperative, S&T has expanded its geographic reach beyond the 9 ILEC exchanges, providing CLEC services to Goodland and Colby Kansas. In 2019, as part of a rebrand, S&T established separate business divisions for Residential, Business and Advertising services. An additional division, S&T Community, was also established to better focus on community development efforts and charitable contributions.
03/ OBJECTIVES
1. Use contemporary design styles & principles to create a better visual representation of our modern services and technology.
2. Create separate brand divisions (home, business, advertising, & community) to better focus the right marketing messaging to the right target market.
3. Position the company for growth into new service offerings, without sacrificing brand recognition and consistency.
04/ A HUMAN BRAND
The ampersand is the focal point of the logo. The variations in color directly correspond to the applicable brand division. The shape was designed to represent the flowing connectivity of the modern world... But this doesn't mean we can't have fun with the brand and create holiday characters.
05/ A NEW TAGLINE
The new tagline "stay connected" works on many levels. Not only does it reflect the nature of the services we offer (telephone, cable, and internet), the slogan also implies the importance of the cooperative, to stay connected to the founding communities. We use this tagline as a mantra to drive community engagement.
06/ THE MESSAGING
S&T's marketing messages now tell the story of family connections, and the value of connecting to one's customers, rather than the features and details of our products. The new brand is designed to not only tell stories but tell the right story to the right people.
06/ NEW PERSONAS
The goal of the rebrand is to better segment, or divide, our customer base into groups of individuals with specific needs and interests. We can then more deliberately provide the appropriate value propositions to each group. These personas drive the stories told during our campaigns, helping us empathize with the needs of our customers.
07/ NEW PURPOSE
The new vision statement was developed to be the new mantra, to unite the divisions with a singular purpose: to keep people connected.
... a technology brand designed for humans
