From Connect to Sunstone: Rebranding a government consultancy.

To realise their strategic plans and fulfil their challenger brand potential, Defence and ICT specialists ‘Connect’ (as they were previously known) needed a more polished look and some well-chosen words.

Although only a few years old, the consultancy had already outgrown their visual identity and needed a smarter way to tell their ever-evolving brand story. And, as it turns out, they needed a new name too.

Goodbye Connect. Hello Sunstone.

Originally chosen by the founders for its people-centric meaning the existing name, ‘Connect’, didn’t feel right for where the business was headed. Simplistic and a bit cliche, it lacked sophistication. So, after our brand workshop, research and naming process, a new one was selected: Sunstone.

Initially favouring a more literal name (like Connect), after much discussion the founders chose Sunstone. A more tonally apt and conceptual name.
Mined in Australia, sunstones are synonymous with fairness, support, leadership, empowerment and action. All fitting attributes for the brand’s strategic direction.
Although not everyone will be familiar with these associations, it’s nice to have a bit of story and meaning to a name*.
The two component words of the name (‘sun’ and ‘stone’) break down to represent the two sides of the brand’s story: clarity and certainty, positivity and pragmatism, illumination and assurance.
*What makes a great brand name? One that’s easy to say and spell; tonally on-brand; and supports your strategic direction.

After defining a new brand blueprint, we also crafted a new tagline (to accompany the new name), a new brand purpose and promise, and new value propositions for both customers and employees (important for a fast-growing team).

Following strategy and brand messaging, a new visual identity was crafted to reflect the brand’s personality. Delivering complex solutions and providing highly technical consulting doesn’t mean you have to look complex or technical. Instead, we created a fresh, polished identity. A visual language that supports the founders vision and growth plans.

Although the company was built around 'human connection’, we avoided generic ‘people consulting’ photos and opted for an image strategy with a difference. Featuring aerial images of the beautiful land Sunstone work to strengthen and protect: Australia.

The new visual and verbal identity has been rolled out across a host of print and digital collateral. The business is growing sustainably and the brand is going from strength to strength.