Protected: CNEXT

THE VALUE OF DIFFERENCE

CNEXT approached Tether seeking a clear architecture to accommodate their spectrum of programs, a fresh strategy to unlock their best future, and a compelling brand story and visual language to spark the imaginations of both current and next-gen executive leaders.

We kicked off with a deep dive into the positioning, practices, and distinct brand personas of key influential competitors. Then we contrasted those offerings with CNEXT’s own to determine an effective and differentiating way to motivate existing and potential C-level executives to pursue active engagement with this exclusive leadership development community.

A FASTER TRACK TO C-LEVEL SUCCESS

Based on our learnings, we established a set of strategic guardrails to guide CNEXT’s future evolution, a brand hierarchy tailored for future growth, and a benefit-forward naming system grounded in each program’s core purpose.

A crisper, more immediate brand story re-energized their mission, positioning, and characteristics, setting the stage for future content development across all relevant touchpoints. And a modernized logo, color palette, and visual language breathed new life into their signature aesthetic.

ASSETS FOR SHOW. INSPIRATION TO GROW.

Primed with our sharpened strategy, a purpose-fueled brand story, and a clearly differentiating visual ID system, we set about crafting a functional series of social assets and content templates for future brand communications. Then published the lot in a style guide to inspire consistent brand storytelling across all media channels and audience touch points going forward.