CoreSite's Brand Update

Breaking it down

CoreSite, a leading data center company, embarked on a journey to revamp its visual brand identity with a clear goal in mind: to emphasize the power of connections. Recognizing the importance of a modern and engaging brand presence, CoreSite aimed to refresh its visual identity to resonate more effectively with its target audience and reflect its true essence – its people and its cutting-edge technology. The new vision, "Empowering a more connected future," required us to illustrate the various forms of connection that CoreSite embodies – relationships and technological connections. To achieve this, we needed to show real data centers and real people, focusing on being authentic and genuine as a way of building trust and relating to our customers. As the sole designer spearheading this project, I had the privilege of leading a redesign of the brand. This included revitalizing CoreSite's visual identity, art directing photo and video shoots to capture the employees and data centers, and replacing all stock photography. By showcasing real people and facilities, we aimed to create an authentic and relatable brand presence that truly reflected the company's unique culture and people.

The "Upbrand"

Our goal was not only to present CoreSite as a trustworthy brand but also as a modern technology leader at the forefront of the data center and colocation industry. By focusing on genuine connections and authentic representations, we sought to build trust and relate to our customers, who are also empowering a more connected future. This approach reinforced CoreSite's commitment to being a reliable and innovative partner in the ever-evolving tech landscape. The "upbrand" approach involved retaining relevant elements of the existing brand while expanding the brand and design system to align with CoreSite's evolved business operations. We redefined the company values, aligning them closely with the updated brand identity. Bright colors and simple shapes were infused into our visual communication strategy to effectively convey these concepts.

Rolling out these updated values internally was a priority. We ensured every employee embraced and embodied them by branding various objects, including posters, t-shirts, and mugs, with the new values. These tangible manifestations served as constant reminders of their commitment to these guiding principles and fostered a cohesive and unified company culture. For example, employee engagement surveys showed a 20% increase in employees feeling connected to the company’s mission after the rebranding efforts.

Identity

Updating the brand's fundamentals was also a significant task. The previous color scheme had become outdated, and a modernized, tech-inspired refresh was necessary. Along with the new color palette, we introduced contemporary typography to further elevate the brand's visual identity. These changes not only injected personality but also introduced a necessary level of contrast, ensuring the brand's adaptability to evolving needs in the dynamic tech landscape.

Looking ahead

These updated materials ensure consistency across all touchpoints, reinforcing CoreSite’s position as a mature and responsible player in the heavily saturated data center market. The next steps involved applying the new visual identity to a wide range of marketing materials, including brochures, infographics, business cards, presentation templates, and more. Since the rebrand, CoreSite has seen steady growth in its conversion rate and was acquired by the Fortune 500 company American Tower. While this achievement is largely attributed to their competitive market offer, the updated brand identity played a significant role in their success.