A refreshed brand identity for a growing B2G platform

Our Role

Brand workshops
Brand positioning
Brand messaging strategy
Visual identity refresh
Social media content

Zencity is a purpose-built platform for local leaders looking to connect with their communities. Currently, over 350 local governments—from large, urban centers to small, rural towns—use Zencity’s community input channels and sentiment analytics tools to optimize public services, plan budgets, and make effective, data-driven decisions that earn their constituents’ trust.

As Zencity entered a new phase of growth, they decided to revisit their branding and bring it up to speed with their evolving product vision and heightened market position. In 2023, they engaged Block Club to guide them toward a visual identity and messaging strategy that reflected the maturity of their brand.

Challenge

A brand’s identity—from its logo and color scheme to its messaging and tone of voice—is often the first impression it leaves on prospective customers, so it’s a critical element to get right. As companies scale and evolve, it’s not uncommon for them to outgrow their original brand identity and require a refresh or even an overhaul of their brand’s look and feel.

That’s the position Zencity found themselves in as they entered their seventh year of operation and began expanding their suite of products into new, larger markets. But their team struggled to define how exactly their brand had changed and how to appeal to enterprise-level audiences. They needed an agency that could take the reins and help them align around a brand identity reflective of their new position and their roadmap for the future.

Solution

Block Club attended Zencity’s winter sales conference and led company leaders through hands-on workshops designed to draw out their brand’s key values and differentiators. We also interviewed current customers and carried out independent research to better understand Zencity’s role in the industry.

From there, Block Club’s brand, copy, and design teams produced a set of verbal and visual assets to form the foundation of Zencity’s new brand identity. These included:

An updated brand category to distinguish Zencity’s unique offerings from lookalike community-engagement platforms
A comprehensive brand messaging strategy, including a tagline, galvanizing brand story, brand boilerplate, and list of value propositions to shape future sales and marketing efforts
A refreshed visual identity, complete with a moodboard, new logo and colorway options, and iconography to employ across all design initiatives
A website renovation to bring sitemap, copy, wireframe, and design elements in line with Zencity’s updated branding
A sales-enablement one-pager leveraging Zencity’s brand messaging platform to convert existing and prospective leads
A social media campaign to announce and celebrate the launch of their new brand identity

Results

With a clearer visual identity and messaging strategy behind them, Zencity’s team is more aligned than ever on their short- and long-term goals and the steps they’re taking to achieve them.

They also feel more confident leveraging key assets and content among their clients and prospects—so they can take their business to the next level.

The changes Block Club made to our brand identity have really boosted our potential when it comes to building client relationships. We feel it in the increased traffic to our website and the success of our pitches and demos. We see it in the design materials we’re sharing with prospects and the way we’re communicating our core messages in a much clearer way.
Assaf Frances, Director of Marketing, Zencity