Beyond the Facelift: A Brand Evolution Story

Sometimes the strongest brands need a refresh to keep leading.

At Targa, we see branding as more than a logo or color palette—it’s the story and promise that connects a business to its audience. And sometimes, even the strongest brands need a refresh to keep their edge.

That was the case for Tenacity, a category leader in enterprise-grade captioning. As new competitors entered the space and opportunities with partners like Cisco emerged, Tenacity needed more than an update—they needed a brand evolution that could reflect their leadership, sharpen their voice, and resonate with a broader audience.

We worked with them to rethink everything from messaging to design elements, creating a modern, human-centered brand that captured their values while setting them up for growth.

The results? Let’s just say the response was immediate and game-changing.

Read the full case study to see how we helped Tenacity reimagine their brand.

Why We Love This Work

This project reminds us why branding is one of our favorite challenges at Targa. Done right, it’s not just about looking better. It’s about thinking bigger. It’s about giving clients a stronger voice in their market and a sharper tool to win in a competitive landscape.

For Tenacity, the rebrand was a launching pad. For Targa, it was another chance to do what we love most: build brands that tell powerful stories, create connection, and spark growth.

Targa Tells All

“I’ve known Steve since our college days—back when our big ideas were scribbled on napkins, and our product was on 3.5” floppy disks. I’ve worked with Steve over the years to help launch other brands, including RealScript, transcript automation software, and Cooksy which sells high end kitchen equipment. When Steve came to us for some expert help on taking Tenacity to the next level, I jumped at the challenge. This is the kind of partnership I love to build through Targa—long-term, collaborative, and built on trust. We love learning about new industries, audiences and products as much as we love getting startups off the ground; we help them grow faster, smarter, and stronger—with a team that’s as invested in the journey as the founders themselves.”

My Thoughts on Showing Up as a Busy Marketer

The struggle is real! It all has to be done, and days aren’t getting longer anytime soon.

It’s terribly awkward, isn’t it? Those moments of being everywhere, yet not really there. We’ve all been on both sides of these encounters. It’s all too easy to fall into the trap of spreading ourselves too thin. Life is demanding, and “I’m not driving” can feel like the only solution. Our deep attention is vital in our leadership roles, and we marketers and team leaders have to shed distractions.

Yes, we have to say “no.” Who’s with me?

Authenticity: Handle with Care

You know that feeling when someone’s actually paying attention to you? Not just nodding while making a mental list. That’s authenticity and it’s a precious commodity in leadership roles. When you show up fully engaged, people feel it. They trust you. They respect you. It’s not something you can fake, and no amount of rehearsed multitasking tricks can replace it.

Being fully present means capping our time. Authenticity requires shining a light on our distractions and choosing to invest our time and energy where it really counts.

When it comes to being all in, never underestimate the power of “Just one sec, let me wrap something up.”

Ditch the Distractions

Confronting then ditching our distractions is undoubtedly lifelong work. I’ve come to realize how important it is to drop our “mental listing,” even if just for a moment. Incessant mental tallying is a viable survival tactic, but hitting the pause button lets us contribute the best ideas from our best selves. So, now that we’ve called it as it is, how can we avoid those exposing situations of being half-invested? The first step in being more present is recognizing what’s pulling you away. Ask yourself these simple questions:

• “Can I give this my sincere attention?” If not, it’s probably not worth your focus.
• “Can I give this my attention right now?” Timing is everything. Just because something’s important doesn’t mean it’s urgent.
• “Should I stop giving this my attention?” Letting go of what doesn’t matter is hard, but it frees you to focus on what does.
• “Am I needed, or just wanted?” It’s a life-long pursuit in recognizing the difference, but essential to showing up in the right places.
• “Just one sec, let me wrap something up.” Never underestimate the power of this statement when you’re pulled into an important moment.

These little check-ins keep you honest with yourself and help you stay in control of your priorities.

Make the Tough Choices: The Imperative “No.”

Here’s the deal: your time, energy, and focus are limited. You can’t do it all, and that’s okay. In fact, it’s freeing. When you start saying “no” to the things that don’t need you, you’ll have more space to say “yes” to the things that do. And when you’re all in, people notice.

Be Picky, but Be Present

It’s not about doing everything; it’s about doing the right things with your whole heart. Start being picky about where your time and energy go, and watch how it changes your relationships, your work, and even your own peace of mind. So, next time you’re pulled in ten different directions, ask yourself:

• Does this really need me?
• Can I give this my full focus, or am I just going through the motions?
• What’s the cost of saying “yes” to this?

I loved learning how realistic landscapes are important to him (i.e. audience motivation). I learned that because I asked. I asked because I was curious. I was curious because I was all in for that short block of time.

Afterward, my mental lists were still there for me, with an added perk of meaningful father-son bonding for both of us.

Show Up Wholeheartedly

Life’s too short to phone it in. Let’s commit to showing up where we’re needed most. The ripple effects of our presence—at work, at home, and in the world—are worth it.