An iconic acronym
When we started the project we knew three things:
- Vermont is awash in acronyms starting with the letter V and keeping them all straight was nearly impossible
- Most of these brands made some use of the color green with depictions of trees or mountains – we are “The Green Mountain State” after all
- The VTTA is known almost exclusively by its acronym and had rightly earned a ton of brand equity
The decision to maintain the VTTA acronym was locked early in the process, however, the pressing task was to differentiate the identity both within their market and beyond. That meant no trees, no green, and no mountains. No problem!
We endeavored to develop a logo and identity system that stood loud and apart from the pack, informed by the principles of unity and symmetry. The logo and its treatments were designed to scale seamlessly across print and digital channels. They could be stacked, displayed vertically or horizontally, and they could scale down to the size of an icon or be blown up to dominate a 10’ banner.
We also developed a distinct color palette emphasizing two stark colors – orange and charcoal for further differentiation. In a sea of green, we were determined to ensure the new VTTA brand commanded attention.
A rebuilt and reimagined online Homebase
The original VTTA website was designed to be a place where members could interact as part of an initiative to grow the tech ecosystem in Vermont. But when we got our hands on it, the tech was dated and unworkable. The bulldozers were called in and we rebuilt the site from scratch using our proprietary modular system.
We developed a massive member directory, setup a membership portal, curated resources into a career center, and built tools to promote featured members. Then we made it all searchable and easy to navigate for first time users.