Bringing people closer, taking businesses further
Bringing people closer, taking businesses further
Unlock the best in people
Cocentric is a leading digital employee experience company, bringing people and tech together to unite and connect the workplace. The team at Cocentric (previously Azuronaut) approached Now We Collide at a time when both their own business and their category were experiencing a period of rapid growth and change.
The task at hand was to completely overhaul the existing branding, including renaming, brand strategy, visual identity and positioning for future internal and external communications.
Regan Collins, Cocentric Founder and CEO, comments “Our approach to the digital employee experience is unique and our rebrand as Cocentric reflects this, clearly differentiating us from the competition. The rebrand has already been embraced by our employees and stakeholders and we’re excited to see it go live.”
Unlock the best in people
Cocentric is a leading digital employee experience company, bringing people and tech together to unite and connect the workplace. The team at Cocentric (previously Azuronaut) approached Now We Collide at a time when both their own business and their category were experiencing a period of rapid growth and change.
The task at hand was to completely overhaul the existing branding, including renaming, brand strategy, visual identity and positioning for future internal and external communications.
Founded in 2015 under the name Azuronaut, Cocentric was born in response to the growing demand for digital transformation services in the workplace. The team have been successful in growing strong technology partnerships with the likes of Microsft, Meta Workplace and Zendesk as well as developing their own suite of proprietary technology products designed to improve the digital employee experience.
What was missing though, was a coherent and inspirational brand strategy that the growing team could get behind and which would differentiate them in a highly competitive and evolving category.
Our discovery process involved a series of exploratory workshops with the leadership team and stakeholders throughout the organisation. We also undertook a detailed category and competitive analysis to understand the historical context, current challenges and importantly, the future plans and opportunities available. What also became clear during this process was that Cocentric and Now We Collide shared similar values in their willingness to collaborate, a commitment to customers and to finding the best possible outcome to any project.
After completing the rigour of the discovery and research phase, we began working on the brand strategy to develop the company Purpose, Vision, Mission, Values and Personality. This phase was one of the most exciting but also the most challenging, aligning the brand with the business objectives while also gaining clarity on what the brand stands for in the hearts and minds of employees and customers.
These building blocks and competitor research laid the foundations for the work to follow and guided us as we moved into naming and visual identity phases. Following extensive brand naming discussions with the team, we landed on the name Cocentric - a merger of the word 'concentric' (meaning having a common centre) and the 'co' meaning together, jointly or collaboratively.
Founded in 2015 under the name Azuronaut, Cocentric was born in response to the growing demand for digital transformation services in the workplace. The team have been successful in growing strong technology partnerships with the likes of Microsft, Meta Workplace and Zendesk as well as developing their own suite of proprietary technology products designed to improve the digital employee experience.
What was missing though, was a coherent and inspirational brand strategy that the growing team could get behind and which would differentiate them in a highly competitive and evolving category.
Our discovery process involved a series of exploratory workshops with the leadership team and stakeholders throughout the organisation. We also undertook a detailed category and competitive analysis to understand the historical context, current challenges and importantly, the future plans and opportunities available. What also became clear during this process was that Cocentric and Now We Collide shared similar values in their willingness to collaborate, a commitment to customers and finding the best possible outcome.
After completing the rigour of the discovery and research phase, we began working through the overarching brand strategy, working with the team to develop a refined Purpose, Vision, Mission, Values and Personality. This phase was one of the most exciting but also the most challenging, aligning the brand with the business objectives while also trying to gain clarity on what the brand stands for in the hearts and minds of employees and customers.
These building blocks and competitor research laid the foundations for the work to follow and guided us as we moved into naming and visual identity phases. Following extensive brand naming discussions with the team, we landed on the name Cocentric - a merger of the word 'concentric' (meaning having a common centre) and the 'co' meaning together, jointly or collaboratively.
The visual design has simplicity at its heart, leveraging a colour palette of high-contrast black and white in combination with greens and purples that add an edge of modernity and warmth. This identity and the corresponding brand framework firmly sets Cocentric apart in their category, giving the team a solid foundation to build on as the brand continues to evolve.
We also developed a simple, yet strong wordmark and associated brand symbol. Animated versions of the brand symbol and wordmark were also created, with the symbol variations subtly alluding to the brand's purpose, with the silhouette of a lock forming before transforming into the open ‘C’ shape.
The visual design has simplicity at its heart, leveraging a colour palette of high-contrast black and white in combination with greens and purples that add an edge of modernity and warmth. This identity and the corresponding brand framework firmly sets Cocentric apart in their category, giving the team a solid foundation to build on as the brand continues to evolve.
We also developed a simple, yet strong wordmark and associated brand symbol. Animated versions of the brand symbol and wordmark were also created, with the symbol variations subtly alluding to the brand's purpose, with the silhouette of a lock forming before transforming into the open ‘C’ shape.
With existing partnerships with major global brands including Kerry Group, Populous, Pladis (McVitie’s, Godiva) and The White Company, Cocentric's new brand strategy positions them for growth and enables more customers to benefit from their strategic approach to employee communication and collaboration, as more businesses adapt their workforces for the future world of work.
Brett Secole, Cocentric COO, comments: “Our business had evolved hugely 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 adds: “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.”
CREDITS
Cocentric Head of Marketing Rhea Conway
Strategy Lead Keir Maher
Client Services Director Naomi Young
Account Manager Anna Gambrill
Cocentric Head of Marketing Rhea Conway
Strategy Lead Keir Maher
Client Services Director Naomi Young
Account Manager Anna Gambrill
Creative Director Kurt Toohey
Brand Strategist Adele Tarnawski
Designer Leila Polito
Copywriting John Kerswell, Keir Maher, Kurt Toohey
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