Catapult is the only incubator in Central Florida that’s positioned to launch a variety of entrepreneurs (startups). Their state of the art facility provides a high-end Workspace, Makerspace, and a commercial Kitchen—while offering unique tools, perks, and expert support in each area. Offering the level of resources and education for these three specific areas makes Catapult much more than your run-of-the-mill co-working office space; however their audience had trouble telling the two apart. Catapult wanted to express all of the offerings they have in each area, while maintaining a uniform identity.
Noble Goat was brought on to expand their identity system to help each area have a distinct voice, while still fitting under the umbrella of the Catapult brand. We also refined their brand's guidelines—involving updating their color palette, typography, social media, and more.
The Catapult brand is all about motivating and assisting startups. Words that fell in line with this motive sounded like: Innovate, Growth, Launch, Inspire, Connect. The current colors associated with the brand didn’t line up with these words and felt a bit washed out. There were also no rules on which colors were the right ones, so collateral always felt misaligned. We wanted to still feel a connection with the industrial architecture of the building, while also plugging in some energy to the palette. This subtle change made all the difference in communicating those values further.
The next challenge we faced was creating individual identities to the respective areas within Catapult, without making them too unique and breaking the association with the parent brand. Each Service Model needed a way to present material and content to their specific members internally, while also being able to pair with the Catapult identity externally to the general public. We found the best way to do this and work across all use cases, was to create a wordmark that could easily lockup with the parent Catapult brand and also work by itself with the Catapult Icon. We also created custom icons to visually strengthen a connection to each area.
To help the Catapult team continue to use their refined assets consistently and powerfully, we built out guidelines of their needs for the foreseeable future.
The next challenge we faced was creating individual identities to the respective areas within Catapult, without making them too unique and breaking the association with the parent brand. Each Service Model needed a way to present material and content to their specific members internally, while also being able to pair with the Catapult identity externally to the general public. We found the best way to do this and work across all use cases, was to create a wordmark that could easily lockup with the parent Catapult brand and also work by itself with the Catapult Icon. We also created custom icons to visually strengthen a connection to each area.
