BGN, the Manchester-based, brand-led design and digital agency, has delivered an extensive re-positioning and new brand identity project for Connectd, a platform building connections between fractional leaders, advisors, and startups.
The brief, which was won via competitive pitch, has seen BGN re-position and create a new visual brand identity alongside a suite of assets, including a new website, brand videos, and a comprehensive set of supporting messaging guidelines. The core identity was inspired by the idea of connection, bringing experts and visionary startups together.
Connectd empowers startups and senior leaders to thrive in the era of flexible, high-impact work. It is a people-first platform connecting startups and scaleups with experienced fractional executives and strategic advisors. Powered by AI insights and smart matching technology, Connectd ensures the right leaders are placed in the right businesses – driving growth, clarity, and scale at the moments that matter most.
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In today’s constantly shifting world, and now with the rise of AI, Connectd passionately believes that personal relationships, leadership, strategy, and experience matter more than ever. The new identity is built on that foundation of connectivity.
The new logo is a simple, interconnected shape which represents the four key audiences Connectd serves – startups, fractional executives, board advisors, and non-executive directors – and the connections between them. The colour palette was carefully selected so it felt tech-forward yet still accessible. This balance is also reflected in the typeface choices, which are contemporary and bold with a subtle humanist touch.
Oliver Tarpey, chief marketing officer at Connectd, said: “As our mission has continued to grow, we knew our identity needed to grow too. BGN has worked with us to create a new brand that reflects who we are today and the future we’re building for tomorrow.”
Paul Bailey – client services director at BGN – added: “Connectd has quickly built up a strong reputation in the deal and investment space thanks to its very clear mission of helping empower organisations and talent to transition into and succeed in the future of work. We feel we have created an identity that reflects that purpose and will help drive the business forward.”
Since 2019, Connectd has facilitated over 10,000 meaningful matches across the UK and US. As the future of work shifts toward agility and insight over headcount, Connectd provides the platform where fractional leaders and forward-thinking companies come together to shape what’s next.
BGN’s client list includes Carlsberg, Onken, Accent Housing, Mark Hill Haircare, Belton Farm, Public Desire, Mojo Mortgages, Lancashire Farm, Procter & Gamble and Gillette.
