Tag: Featured

  • Bluetooth

    Bluetooth

    Bluetooth is like air—invisible, yet essential

    Bluetooth is one of the best-known and most trusted wireless technologies in the world, found in billions of devices and myriad applications. It is everywhere, and an essential part of today’s world.

    The familiar Nordic rune symbol of the Bluetooth logo is instantly recognizable. What’s less well known is the global organization behind the technology—the Bluetooth SIG—working behind the scenes to protect and advance Bluetooth as a universal standard for wireless connectivity.

    Tenet Partners helped put the Bluetooth SIG on a course to change that in 2025, with a multiple award-winning rebrand.

    Protecting the Bluetooth brand while taking it in a new direction

    When one of the world’s most iconic brands needs to go in a new direction, it creates a tough challenge: How to take something of immense value and advance it without losing what makes it great.

    The need to change was driven by new uses for Bluetooth technology. Long associated with consumer devices and audio, Bluetooth technology is now found in unexpected places including building systems, locator tags, medical devices, retail and industrial settings. The world of Bluetooth has changed, and that called for a new story.

    two people in front of a large wallboard that is highlighting Bluetooth's brand

    Shifting the focus of the Bluetooth brand

    Working in close collaboration with the Bluetooth SIG, Tenet Partners uncovered the true meaning of Bluetooth technology: world-changing impact and empowerment for consumers, commercial users and the thousands of device manufacturers around the world that are members of the Bluetooth SIG. This change from the existing emphasis on technology features and functionality to the experiences that Bluetooth creates gave the familiar Bluetooth name and symbol a new meaning.

    Connection is the Bluetooth brand’s unifying idea

    As the team worked together, resonant ideas rose to the surface. That like air, Bluetooth is everywhere—invisible, yet something that connects and strengthens us all. That through the essential connection that Bluetooth technology provides, the world can be made better.

    Our vision Creating a better world through connection Our values We work toward a greater good We commit to the power of collaboration We explore without limits

    Creating a new atmosphere for Bluetooth

    These ideas were the inspiration for what was to follow: a powerfully evocative and flexible visual and verbal identity, with atmospheric and connective elements unlike anything Bluetooth had seen before.

    The brand’s feel and tone also shifted, from a functional and engineering-oriented expression towards a higher-order, more experiential one that casts Bluetooth in a whole new light.

    "We saw a 12x increase in engagement across social channels during the launch period." David Hollander, VP of Marketing, The Bluetooth SIG
    a wristwatch that says: Connected
    Together, we're not just imagining the future, we're building it
    The Ambient IoT: Harvesting the energy that's all around us.
    Bluetooth

    A re-energized Bluetooth, ready for the future

    The new Bluetooth is a launching point that brings fresh energy to the brand to energize and guide SIG members, staff, and the entire Bluetooth community—together, creating a better world through connection.

  • eFax

    eFax

    From digital fax to enterprise data

    As one of the first to offer a digital alternative to traditional paper fax machines, eFax has always been an innovator and today, it is the world’s most-recognized provider of cloud fax—a technology that remains essential in regulated industries such as healthcare.

    In the more than three decades since its founding, the company has grown to be a leader not just in cloud fax, but also in interoperability and digital transformation solutions—redefining how businesses of all sizes communicate and manage secure data exchange.

    variations of eFax logos: eFax Unite, eFax Harmony, eFax Protect, eFax Pro, eFax Plus, eFax Corporate, eFax All Access, eFax Jsign, ECFax by eFax

    Embracing the enterprise

    With enterprise customers becoming a critical driver of growth, the company decided to make a strategic pivot from pure-play cloud fax service to enterprise solutions provider.

    Consensus Cloud Solutions, the parent of eFax, was spun off from Ziff-Davis in 2021 to capture the growing need for secure enterprise data communications. Prompted by emerging AI technologies such as machine learning and unstructured data transformation, the company began building out its portfolio of advanced enterprise solutions.

    electronic tablets in horizontal and vertical orientations, left horizontal has an eFax website page that says "Unlock your data. Unlock your workflows." and right vertical says "You choose your plan. We'll get you started."

    Bridging eFax to a new digital future

    It soon became apparent that the existing fax-focused brand no longer aligned with the company’s strategic direction.

    After a thorough exploration of potential paths forward by Tenet’s research and strategy team, the decision was made to leverage the massive equity of the eFax name and build a new brand around it.

    Building on the idea of connection

    The new brand had to show that eFax is about much more than fax, while maintaining its status as the world’s pre-eminent cloud fax service. Threading that needle called for a bold approach to brand transformation.

    New eFax positioning, high-level messaging and brand promise all came to life through a dynamic visual representation that suggests connection, data flow and transformation: the threads that tie all that eFax does together.

    Forward is our favorite direction
    “The refreshed brand leverages eFax’s trusted name to unify our advanced solutions.” Johnny Hecker, CRO and EVP Ops, eFax
    eFax branded hoodie

    Making it real

    To tie the brand to real business results, Tenet developed a comprehensive go-to-market strategy. Leveraging market insights, the strategy spanned segments, attributes, personas, and sales enablement playbooks including service bundling and refreshed product messaging.

    mobile device showing an app eFax — Receive and Send Fax
    Consensus website tab showing favicon
    Consensus logo on an outdoor sign on a building

    Helping to spark growth

    eFax has a long history of strong financial performance. The brand’s new message drew fresh attention to eFax and its future-forward, technology-driven strategy, helping to fuel powerful acceleration: as of early 2026, the company is seeing positive market trends and meaningful expansion of revenue across its broader portfolio.

    During its Q4 2025 earnings call in February, Consensus executives noted record free cash flow, robust margins, and accelerating corporate momentum as the organization pivots to enterprise sales. Investors have taken note, with the stock price up more than 35% since the beginning of the year.

  • The Bancorp

    The Bancorp

    Helping define the future of banking

    The Bancorp is the engine powering many of the world’s leading fintech brands, from PayPal and Venmo to Chime and Betterment.

    One of the first banks to embrace fintech, The Bancorp is a forward-looking organization with a unique mix of experience, expertise and creativity that give it the ability to help its partners turn compelling ideas into real-world solutions.

    Tenet Partners helped to crystalize what makes The Bancorp stand out, in a wide-ranging brand evolution program that began in 2024.

    Imagining a new future for The Bancorp

    To help lay the foundation for The Bancorp’s future, the Tenet team saw an opportunity to elevate The Bancorp’s expression beyond the focus of its leading payment and lending services and technology—the offerings that had been the focus of the legacy brand.

    Building on an extensive research and discovery effort, Tenet used our collaborative Brand Worlds methodology to explore future directions for The Bancorp. The experiential spaces and narratives helped the team see their brand as the market would, effectively capturing the dynamism and energy of the fast-moving fintech industry.

    A brand built around a simple, powerful idea

    The Bancorp is a leader in fintech and also provides a range of specialized banking services including institutional banking, fleet leasing and real estate bridge lending. Finding a common thread that could tie the entire organization together was crucial.

    That idea became encapsulated in The Bancorp’s new tagline: Bold ideas, realized.™ This single concise statement speaks to what makes the bank different: a depth of experience and relationships that empowers customers to effectively bring their ideas and businesses to life. If a customer can envision it, The Bancorp can make it real.

    A design-forward experience

    The refreshed brand came to life in a remarkably powerful way, through bold creative choices across the board from the striking black-and-teal color palette to the energetic sonic, graphic and typographical expression of the launch video.

    The resulting brand identity places The Bancorp’s offerings and the value it brings in an entirely new context—a powerhouse brand for a powerhouse organization.

    A legacy of strength. A vision for the future.
    various devices showing The Bancorp's brand: watch, phone, and two tablets
    "The Bancorp has evolved, and our brand should reflect that evolution.” - Damian Kozlowski, CEO, The Bancorp
    a mobile phone showing a post from The Bancorp that says: We're shaping the future of banking.
    Sending payment ...
    3 portfolios: Your vision. Our expertise. Why run the risk? Where expertise meets purpose
    It's faster. Streamlined. More dynamic. 87% Our advanced tech-enabled processes and platforms provide simpler more cost-efficient access to liquidity.

    Embracing the future of The Bancorp

    The Bancorp’s revitalized brand has been enthusiastically welcomed across the organization, thanks to a robust employee engagement program and subsequent launch, culminating in ringing the opening bell at the Nasdaq exchange in New York in January 2026.

    Damian Kozlowski, CEO of The Bancorp, had this to say: “In a rapidly changing financial landscape, The Bancorp has evolved, and our brand should reflect that evolution. Our rebrand captures who we are—a technology-forward financial institution with the expertise to see what’s ahead and the commitment to help our partners transform, innovate and grow.”

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  • Broadview

    Broadview

    Financial services that put people first

    Credit unions have a special place in the world of financial services. As mission-driven not-for-profit organizations, they answer to their members rather than shareholders. That inherent sense of purpose and service to individuals and local communities became the centerpiece of a bold new brand, ground-up digital strategy and marketing campaigns that Tenet created for the New York capital region’s largest financial institution.

    Broadview
    three broadview-branded business cards
    “Tenet Partners is the most thorough agency I've ever worked with—they leave no stone unturned..” Christie O’ Toole, Chief Marketing and Communications Officer 

    Starting from a position of strength

    What is now Broadview Federal Credit Union was created in 2022, when two upstate New York credit unions joined forces to form a major financial force in the region, with more than $8 billion in assets and hundreds of thousands of members spanning a territory from Albany west to Buffalo.

    The match had strong synergy. The two organizations—the State Employees Federal Credit Union (SEFCU) and the Capital Communications Federal Credit Union (CAP COM)—had complementary offerings and footprints. But neither brand fully described the combined credit union, its membership or its strategic direction. It was time for a fresh start.

    Pivoting to a future-focused brand

    Tenet’s brand strategy team used interviews, competitive market research and AI tools to uncover what would become the foundation of the new institution’s brand platform: a shared ethos of putting members’ interests ahead of the organization was on display at every level, from service to interest rates.

    This combination of mission-driven culture, fairness, giving, future-focused high-touch service and anticipating what’s to come came together in a new brand promise: “Meeting people where they are and where they’re going.”

    A bold expression makes a big impact

    The Tenet creative team took the new name and brand platform and ran with it, creating a dynamic, versatile visual system and clear messaging that took Broadview in a new direction. The brand is very human-focused, capturing Broadview’s dedication to understanding the needs of its members and helping them achieve financial success, its community involvement and an optimistic focus on the future.

    a smart watch with a Broadview app
    laptop showing the Broadview site
    Broadview design guidelines
    Broadview branded tote bag that says "Planning your next step"
    Broadview branded banner on a building
    various Broadview branded designed

    Digging deeper into the world of Broadview

    Following the successful launch of the new Broadview, Tenet helped extend the brand to elevate, position and market Broadview Wealth Management, a key business unit and part of Broadview’s growth strategy. The core themes of the master brand were translated and honed to reach a higher net-worth audience, demonstrating the depth of Broadview’s capabilities.

    Broadview billboard that says "Look to the future with confidence"
    portrait oriented advertisement for Broadview that says "The confidence to... live"
    an electronic tablet with a Broadview article with the title "Confidence today. A brighter tomorrow."

    A new view of what credit unions can be

    The entire organization has welcomed the rebrand with enthusiasm, embracing and investing in the new identity by promoting it across all touchpoints from transformed branches and corporate environments to digital channels, marketing campaigns and sponsorships. The members, too, responded positively, with 100% customer retention and growth in deposits and transactions.

    Broadview branded tradeshow booth