New York, NY (October 9, 2025) – Tenet Partners, a leading brand and strategy consultancy, has been recognized with three 2025 Transform Awards North America for its collaboration with Bluetooth® to evolve the organization’s brand.
The brand evolution earned recognition for excellence in both strategy and design, earning:
- Silver – Best Brand Development Project to Reflect a Change of Mission, Values or Positioning
- Bronze – Best Brand Evolution (Corporate)
- Bronze – Best Visual Identity from the Technology, Media and Telecommunications Sector
The awards, given by Transform Magazine, honor the very best work in the field and are one of the largest awards competitions in the industry and the only awards program in the region to celebrate the transformative power of rebranding and brand development.
The Bluetooth SIG (Special Interest Group), the not-for-profit that oversees the development of Bluetooth technology standards and the licensing of Bluetooth technologies and trademarks, was looking to redefine its brand and reflect the breadth of its application to connect not only consumer, but also commercial and industrial users.
On the foundation of the powerful the Bluetooth name and logo, used by more than three billion people globally, Tenet Partners helped Bluetooth articulate a renewed purpose and positioning while evolving the iconic identity for the next generation of connectivity.
“Bluetooth is one of the most recognized brands in the world, and this project demonstrates the power of strategic evolution to embrace new futures,” said Hampton Bridwell, CEO of Tenet Partners. “We’re proud to have worked alongside this iconic brand to express its remarkable purpose with clarity and confidence.”
“They challenged us on our assumptions and delivered results that exceeded our expectations,” said David Hollander, Vice President, Marketing, Bluetooth SIG. “We saw a 12x increase in engagement across social channels during the launch period. If you’re willing to bring Tenet into the heart of your process, they’ll bring insight, creativity and momentum that you can’t get elsewhere and will move your brand forward. We’re thrilled the Transform Awards has also recognized the impact of our work.”
About Tenet Partners
Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality. www.tenetpartners.com
About the Bluetooth SIG
Formed in 1998, the Bluetooth Special Interest Group (SIG) is the not-for-profit membership organization that oversees Bluetooth® technology, the most widely deployed wireless standard in the world. The Bluetooth SIG is a unique blend of an international standards development organization, product certification body, patent and trademark license administrator, and industry trade association. In partnership with its more than 40,000 member companies, the Bluetooth SIG is continually enhancing the technology to redefine what is possible using wireless communication. www.bluetooth.com
For more information
Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212 329-3166
jmchie@tenetpartners.com
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