Conectiv is a global provider of precision manufacturing and supply chain solutions, with a legacy rooted in Technicolor—the pioneering force behind full-color film. After rebranding as Vantiva in 2022 to signal its shift toward scalable supply chain and manufacturing services, the company launched Conectiv as a new brand to unify its growing verticals—3PL Solutions, Precision BioDevices, and MediaWorks—under a single identity. This move aimed to better serve specialized customer segments while building on Vantiva’s legacy of innovation, resilience, and operational excellence.

Discovery

To inform the identity system, we conducted a strategic deep dive into Conectiv’s operational history, customer data, and market positioning. This included qualitative and quantitative research across three key audience segments: risk-averse logistics decision-makers, highly specialized biotech engineers, and creative professionals in the music industry. Each audience shared common themes—demand for innovation, trust in execution, and desire for a collaborative partner—but expressed them through distinct emotional and operational lenses. Data showed that logistics clients prioritize speed and scalability, biotech audiences require regulatory precision and reliability, and media clients value artistic integrity and protection of IP.

Challenge

The challenge was to create a parent brand identity that communicated Conectiv’s overarching values—innovation, collaboration, and resilience—while visually differentiating the three sub-brands to appeal to their unique customer segments. We needed to retain brand equity from Vantiva and Technicolor while signaling a forward-looking, unified system. The design solution had to be flexible enough to scale across industries yet structured enough to maintain consistency and trust.

Ideation

With clear audience priorities and emotional drivers defined, we explored a modular brand system built around a shared logo-mark and typography. The logo concept merged a stylized “C” with a negative-space “v”—a nod to the Vantiva legacy—creating three distinct sections symbolizing Conectiv’s verticals. The circular motif of the “C” represents unity, progress, and co-creation—core to Conectiv’s values of innovation, teamwork, resilience, and passionate care. Color was used strategically to differentiate the sub-brands: light blue and green for 3PL Solutions to express speed, sustainability, and efficiency; deep blue for Precision BioDevices to evoke precision, trust, and scientific rigor; and red/purple for MediaWorks to reflect creativity, energy, and passion. Every element was designed to align with the core emotional and functional values of each audience.

Concept Development

We developed an iterative design sprint process with Conectiv’s leadership, focusing on visual cohesion and strategic differentiation. Moodboards, sub-mark mockups, and color systems were reviewed to ensure each brand expression aligned with both customer psychographics and Conectiv’s mission. The decision to retain the parent word-mark across all sub-brands was driven by data showing that brand recognition and continuity were critical for customer trust, especially in regulated and risk-sensitive sectors like logistics and biotech.

Execution & Results

The final identity system unified Conectiv’s brand architecture under a single, meaningful symbol. For 3PL Solutions, the green and light blue color pairing conveyed motion, growth, and innovation—resonating with enterprise clients seeking scalable and tech-enabled logistics solutions. For Precision BioDevices, the deep blue reinforced reliability and precision, addressing the expectations of medical engineers and compliance-driven organizations. MediaWorks leveraged red and purple to connect emotionally with indie artists and major labels alike, signaling both boldness and artistic integrity. The system now serves as a foundation for ongoing growth, with each vertical clearly positioned yet tethered to a cohesive brand story.

The Future

As Conectiv expands its footprint across global markets, the new identity system equips the company to scale into future verticals while maintaining brand integrity. With legacy credibility, modular brand clarity, and deep consumer insight built into its visual DNA, Conectiv is positioned to meet the evolving needs of customers across logistics, biotech, and media—pioneering innovation at the intersection of manufacturing, creativity, and technology.