We partnered with the Vermont Technology Alliance (VTTA) to rebrand their identity and develop a member-powered website designed to boost tech visibility in Vermont.
VTTA
The heart of the tech community in Vermont.
THE CHALLENGE
Reinventing a tech brand with big ambition
The Vermont Technology Alliance (VTTA) is a member-supported community for all things tech in Vermont. From its founding in 2004, the VTTA has brought together big tech, entrepreneurs, and small businesses to support a greater initiative – to reinvent Vermont as a place where tech thrives.
Two decades later, Vermont has grown into a regional tech powerhouse thanks in no small part to the VTTA, but they had a problem – the VTTA brand and website were stuck in the early aughts. To remain relevant, they needed to introduce themselves to a new tech landscape that prized beautiful design, exceptional utility, and speed.
THE SOLUTION
A digital-first brand
At Scout Digital, we were already fans of the VTTA when they asked us to reimagine them as a trendsetting tech leader that could drive new membership and stand toe to toe with sister organizations in larger neighboring states.
They teed us up and we went to bat to redevelop the VTTA identity, website, and outreach program. The results woke up the local tech scene and captured attention beyond state borders.
WHAT WE DID
- Brand Identity system
- Core Brand Messaging
- Brand Architecture
- Brand Style Guide
- Website Design & Development
- Brand Video Narrative
- Print & Digital Collateral
OUR APPROACH
What’s old is new and better than ever
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.
MEMBER ORIENTED
A powerful way to connect
The VTTA was always designed to be a facilitator of connections between members and the greater tech landscape, and as such informed the bulk of our work. We developed a tool to empower members to search for and post unique tech opportunities that included events, news, jobs, and resources. It was everything that the original site tried to be, only built on the cutting-edge tech that ensured a smooth ride from the first click.
WHERE WE STARTED
From prehistoric to future-forward
When the VTTA and Scout Digital joined forces, we set out on a mission to drive up membership and facilitate deeper connections within their community. The tools we developed needed to support these initiatives, and to sell their cause, they had to look like the transformative leaders that they were. And the numbers didn’t disappoint. In the first weeks after launch, new member sign ups increased 10X of the prior year and lapsed members came back in droves. What can we say, some partnerships are just meant to be.
WRAPPING UP
So, how’d we do?
Members up, bounce rates down
We set out to bump up membership for the VTTA, but a happy (if expected) byproduct of our work together was a significant increase in daily traffic to the new site. Major draws were the career center and news & events section which were seamlessly built into the user journey. It turns out tech jobs are hot right now! Go figure.
It’s a symbiotic relationship
Some partnerships are just built to last. Like Thelma and Louise or Mickey and Minnie, Scout Digital and the VTTA were aligned from the beginning on our core values and immersion in the tech landscape of Vermont. It’s a match!
READY TO GROW?
We are a full-service creative agency
At Scout, we mix creativity and data to build innovative digital experiences that help brands grow. We’re all about performance at play.