Case Study
CTS Rebrand
Brand Messaging + Marketing Strategy + Brand Collateral
Case Study | Communication Technology Services
Challenge
Communication Technology Services (CTS) is a national leader in carrier-grade wired and wireless connectivity solutions, including enterprise-level managed private wireless networks. What began as a family-run company 30 years ago has grown into an industry leader with more than 450 employees nationwide. Following their acquisition of ClearSky Technologies in 2021, they needed to develop a new, modern and cohesive brand that reflected their updated portfolio and provided their teams with the tools and messaging they needed to show they belonged on the national stage.
Approach
Gigawatt Group began the brand project with a series of interviews with key stakeholders and clients. These interviews provided an extensive dive into the history, culture, and strengths of the company. Combined with competitive analysis and industry research, Gigawatt began to define the CTS brand for internal and external audiences alike, updating the company’s core values and value proposition, and developing a brand messaging hierarchy and tone of voice that would be reflected in all company marketing and communications. These principles were used to then develop new visual guidelines, including a new corporate logo.
Solution
The new CTS brand is modern and sleek. The main logo mark leans slightly suggesting forward motion and innovation. The letters are separate yet connected, joined by an abstract Signal Ray—reflecting both wired and wireless connectivity. The use of lowercase feels accessible, approachable and open, capturing how CTS is putting people back in technology. The logo suite includes multiple versions with the full name and circular marks expanding on the negative space styling. The color palette is bold and balanced with warm neutrals and eye catching complementary tones.
Business cards, uniform shirts, van wraps, advertisements, banners, brochures, and other collateral allowed brand design elements like typography, patterns, icons, and photo treatments to build a unified and cohesive style.
Results
CTS launched the new brand at their conference in Las Vegas in December 2021 to rave reviews. “Everyone is blown away,” reported Susanne Hale, Director of Product Marketing, during the event. Rob Cerbone, VP of Product Marketing added, “our team thought [Gigawatt] really nailed the hierarchy, tone, and values… Seeing how the interviews and messaging informed the design choices really impressed our senior leadership.”