Connected

Connected is a rapidly growing product development firm that is carving out a niche in the global market as a full service partner for businesses pursuing software-powered products. As the evolving startup honed in on its core value proposition, it determined that a name change and rebranding was essential to positioning itself to high profile clients. Underline was selected to develop and design a comprehensive new brand for this next stage of the firm’s ambitious growth, including a new logo, website, digital and print templates, stationery system, as well as the company’s brand launch invitation and materials.

Connected’s new logo reflects the company’s synchronized approach to strategy, design and engineering. The unfinished letterforms give a nod to the iterative process at Connected through a wordmark that is in a constant loop of creation. The open ends represent the brand essence of “Build Better” as it’s being created endlessly. Like the products it builds, Connected’s logo is constantly evolving.

Client: Connected
Illustration: Christopher DeLorenzo
Photography: Daniel Ehrenworth