Building a Hero-Grade Brand for CentralSquare
A brand transformation grounded in research and built for duty.
CentralSquare is a leading provider of public administration and public safety software, powering essential operations for communities across North America. As the company evolved through multiple acquisitions, it faced the challenge and opportunity of redefining a brand that reflects its mission-critical role in helping first responders, law enforcement, and administrators better serve their communities. The rebrand set out to serve as a symbol of progress and leadership and differentiate the company through a bold, confident identity.
Challenge
Customer interviews revealed occasional frustration, feedback that was recognized internally and signaled an organization deeply committed to improvement. Teams were actively enhancing products and experiences, and the brand needed to reflect this spirit of progress and accountability.
Another challenge lay in developing a narrative and visual system that resonated equally with both public administration and public safety audiences. The rebrand needed to speak to city managers and IT directors as much as to first responders and law enforcement officers. The goal was to create a brand that could connect with both without sacrificing clarity or authenticity.
Internally, employees sought stronger unity and purpose. It was equally important that the brand resonated with clients as well as with the people behind the technology by motivating teams and reinforcing shared values.
Solution
MBLM conducted a quantitative survey targeting public administration and public safety audiences, including current, prospective, and lapsed customers. The research measured key brand health indicators and compared CentralSquare against primary competitors. Derived importance analysis revealed the motivations behind provider choice, clarifying brand trust and informing the brand strategy. With the client, we developed a rallying cry that captured the strength and spirit of the organization: Hero-Grade. The concept celebrates the work of public servants and the reliability of CentralSquare’s software. For internal audiences, it set the standard for both technology and behavior. For external audiences, it projected leadership and readiness for demanding situations, aligning CentralSquare with the courage and precision of its customers.
The brand’s voice was defined as an unwavering ally: optimistic but resolute, empowering yet grounded in accountability. This tone guided new messaging, mission, and values. The brand promise reinforced CentralSquare’s role as technology built for duty and designed to exceed the standard and rise to the challenges faced by those who serve.
The new visual identity captures CentralSquare’s strength and purpose through a bold, all-caps wordmark and a logo inspired by its name. A high-contrast palette anchored in orange and black introduced energy and distinction, while perspective typography conveyed motion and readiness across the design system. Real customer stories are presented through photography, emphasizing the people behind public service.
A custom photoshoot brought the brand to life through authentic storytelling. Industry stock imagery failed to capture the intensity and pride of public service, so MBLM created original visuals centered on real dispatchers, firefighters, police officers, and administrators. The resulting imagery conveyed humanity, strength, and purpose.
The brand launched through a phased internal and external campaign, aligning employees and leadership through training and pride-building, while positioning CentralSquare externally as a leading public-sector software provider, grounded in real product advancements and a renewed sense of purpose.
The redesigned website introduced an audience-centric structure, shifting from generic solutions to experiences tailored to specific roles and needs. MBLM organized content around distinct personas, supported by a digital design system that balanced a heroic tone with a modern, technology-forward aesthetic, creating a cohesive brand experience.
Results
One month after launch, engagement metrics reflected the positive impact of the new brand and website experience. Returning users increased by 6%; views per active user rose 8.5%; and average engagement time per user grew by 20%, while bounce rate improved by 7.5%. These results show that visitors are spending more time exploring CentralSquare’s offerings and connecting with its renewed story and purpose. The rebrand reintroduced CentralSquare as a trusted, forward-looking leader in public sector technology. Hero-Grade unified internal teams around a shared sense of pride and gave the company a distinct, motivating voice in a crowded marketplace. The launch energized employees strengthened customer confidence, and established CentralSquare as a brand built for those who serve—a brand that is, in every sense, Hero-Grade.
