Carrollton

Carrollton is an enterprise technology firm that deploys solutions focused on freeing humans from day-to-day drudgeries so they can work on what they do best. Since its founding more than 20 years ago, Carrollton has delivered technology solutions to clients in financial services, pharma, and federal, state, and local governments through both the Pega platform and custom development.

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Project Overview

After 20 years of successful delivery, Carrollton’s generic messaging couldn’t differentiate them from larger competitors despite superior client experiences. Spencer Brenneman’s Ask, Build, and Connect methodology transformed their positioning from technical commodity to human-centered partner. Through stakeholder interviews, competitive analysis, and persona development, they created a clear Focus & Messaging Framework plus complete visual rebrand.

Project Specifications

  • Timeline: 2025
  • Client focus: Technology
  • Main goal: Update positioning and brand

”The work is already helping us be fresher and to take a new look at ourselves, our work and how we present ourselves to our potential and existing clients. While it is a risk, we now have a bolder, fresher look and messaging that will help set us apart from others in our industry.

Chris ReadeCo-Founder & CEO

Client Personas

Once we updated the Carrollton brand strategy, we helped them get crystal clear on their ideal prospects through six client personas. We also included general green and red flags, clarifying questions to ask prospects, and a scoring tool for qualifying opportunities.

Complete Visual Identity Overhaul

Guided by the Focus & Messaging Framework, we delivered a comprehensive visual identity overhaul featuring a refreshed color palette, updated typography, and cohesive design system that aligned with the new positioning.

We always deliver new creative with clear guidelines for their consistent and professional execution. As Senior Art Director Kim Vanni says, "Carrollton’s brand personality was very fun to explore and get to know. I saw an energetic, people-focused personality that was previously stuck in a suit-and-tie, traditional uniform, and I wanted to let it finally speak for itself."

Their previous visual identity had served them well, but it was time for an update.

New Website

From the guidelines, we designed a new website to showcase their updated positioning and messaging.

The website features a bento box design, which pays homage to earlier logos, and a bold orange outline that sets them apart from competitors.

New Templates

No visual identity system would be complete without templates, starting with PowerPoint. The Carrollton team requested multiple ways to show timelines, so that’s what we gave them!

We created a Word template for digital use that also gives the feel of traditional stationery.

When creating a new brand identity, it's important to think of all its possible touchpoints, which is why we mocked up what swag could look like down the road.

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Let’s get your vision out of your head and into your world