Creative Tonic (USA)
Project Title: Austin Technology Council
Client or Class Name: Austin Technology Council - austintechnologycouncil.org
The New Face of Tech in Texas
Representing the best and brightest in the Austin technology and life sciences communities, The Austin Tech Council has become a local powerhouse for helping its partners define the future of Austin. With a track record of successful ventures and growing reputation as a thought leader in public/private collaborations, ATC tapped Creative Tonic to help develop their brand and support their position as the driving force behind Austin’s thriving tech industry.
Build an identity and presence for the Austin Tech Council that demonstrated the growth and evolution of the tech community in Austin. The Council needed a brand and digital presence that reflected the diversity of industries, companies and partners they represented and put forward their vision for meeting the current and future needs of the city, the community and the market.
Beginning with stakeholder interviews, we worked with the council to gain a foundational understanding of their mission and vision. From these interviews, we pulled key themes and insights that set the tone for the visual direction and brand voice. Bold yet playful, the combination of collage and strong geometric elements is both edgy and in-progress, reflecting the council’s role as the lynchpin and unifying voice for Austin’s diverse tech community.
The identity is a visual representation of how the council brings together different entities and partners and provides structure and unity for the industry, and also includes a dimensional mark that provides additional depth and nuance to further showcase the complexities within each entity.