April 26, 2016
Based in Columbus, Continental Office specializes in designing and improving workspaces for offices and other organizations in education, government, and health care. As Continental began to shift its business approach to focus on the fuller office experience, we worked with the company to update its brand in a way that better aligned with its overall vision and purpose.
To capture Continental’s authentic story, we developed an overarching positioning for the brand, and implemented it across all aspects of the business. The challenge was twofold: to craft a narrative that simplified the company’s offer for its customers, and to establish an identity that united and excited its internal community. Toward this end, we created a timeless, uncluttered logo, designed to evoke the brand’s sophistication and expertise. We also authored voice and positioning guidelines that allowed Continental’s people to use the brand effectively as they live it every day. Here’s how they brought it to life.