VSSL Agency Concourse Labs key logo mark
No. 4991

Fresh visual identity repositions for success

Concourse Labs Rebranding

/ 2020

VSSL Agency

A cloud governance startup updates its brand to resonate with enterprise clients

Background

Concourse Labs helps enterprise companies accelerate their digital transformations through automated cloud governance. Founded in 2017, the startup has already secured $15.2 million in Series A funding and aims to be the #1 visionary in its market.

Concourse Labs’ brand identity, however, didn’t align with the organization’s rising status or its target audience: C-level executives and CISOs from large enterprise companies planning on migrating to the cloud.

“We had the same website from when we first launched our company, and we knew we needed to up our game,” said Scott Crenshaw, President, COO of Concourse Labs. “We just didn’t know how. That’s why we contacted VSSL.”

Solution

After meeting with Concourse Labs and auditing its competitors as well as other enterprise organizations, VSSL identified ways that Concourse could better position themselves in their industry. An elevated brand aesthetic would help present the company as a knowledgeable enterprise partner that delivers a reliable solution to complex cloud migrations.

“Their previous brand had a whimsical feel to it,” said David Tillson, Principal, VSSL. “They needed a look that was more serious and thoughtful.”

As part of the new visual identity, VSSL created a new logo for Concourse Labs. While the agency presented several options to the company, it recommended that Concourse Labs consider an evolution of the company’s former logo rather than something completely different. Concourse Labs agreed.

The original logo had two C’s overlapping a large square or concourse. VSSL kept a similar orientation to the original, but incorporated new elements:

  • A magnifying glass, to indicate how the company examines systems for compliance
  • A concourse, or centralized meeting place, for cloud-compliant policies
  • A key to unlock cloud migration
  • “We wanted to maintain part of their past in the new logo,” said Michael Gauthier, Art Director, VSSL. “The evolution of the logo indicates the evolution of the company while reflecting the type of work they do for their clients.”

    VSSL also developed a color palette with an enterprise aesthetic—blues, grays, whites and pops of color. At the same time, the agency moved away from Concourse Labs’ existing stock illustrations and developed new iconography as well as a flat, mesh-like texture in the background for the website and branding materials.

    The overall look is austere, modern and technical yet punchy and fresh.

Services Brand Design, Website Design

Notable Awards

Website Concourse Labs

VSSL Agency
VSSL Agency
VSSL Agency
VSSL Agency
Showcasing the newly created website Showcasing the newly created website

“VSSL was a strategic partner who listened to us, did their research, and created the best solution for us. With VSSL’s help, our brand accurately reflects who we are—an organization that can help enterprise companies migrate to the cloud safely and securely.”Scott Crenshaw President, COO, Concourse

Tip of the spear diagram that shows of the capabilities of the brand

Results

Concourse Labs now has a brand identity that matches the serious work they do and the types of clients they want to attract. As they approach prospective clients, they’re much more confident that their new website and related marketing collateral convey their expertise and enterprise-level capabilities.

“VSSL was a strategic partner who listened to us, did their research, and created the best solution for us,” said Scott Crenshaw, President, COO at Concourse Labs. “With VSSL’s help, our brand accurately reflects who we are—an organization that can help enterprise companies migrate to the cloud safely and securely.”

Concourse Labs was so pleased with VSSL’s work, it has asked the agency to help with its content marketing efforts as well.

“One of our core strengths is our strategic approach to visual identity,” said David Tillson, Principal, VSSL. “It was clear to us that Concourse Labs was no longer a start-up. It had achieved a level of maturity, and it had set its sights on attracting specific customers. Our job was to make sure the brand matched the company’s abilities and aspirations.”