Case Study: CTSG Rebrand

Client: CTSG – Your Restaurant Partner
Services Provided: Brand Strategy Consulting, Logo Identity Design, Graphic Design for Marketing Assets, Digital Ad Design, Website Design

The Challenge

CTSG had built a strong reputation in the restaurant industry as a reliable technology partner, offering POS systems, payment solutions, and support services. But their brand wasn’t keeping up with the quality of their work. The worst part, CTSG was losing customers who just didn’t think to reach out!

The company lacked:

• A clear mission statement and codified core values to unify staff and guide decision-making.
• A consistent brand identity that spoke directly to restaurant decision makers.
• An online presence that reflected their reliability, expertise, and hands-on service.
• Messaging that explained why CTSG was different from larger, faceless competitors.

Metro Nova Creative was brought in to realign the brand from the ground up, making sure CTSG’s visual identity, messaging, and digital presence matched the exceptional customer experience they deliver.

The Strategy

1. Brand Strategy Consulting

We started with in-depth discovery sessions, producing a full Brand Strategy Workbook for CTSG. This included:

• Mission Statement:
  “Our mission is to be your restaurant’s trusted advocate—driving growth through innovation, expert support, and lasting partnerships.”
• Core Values:
  • Empower through Education
  • Clear the Plate
  • Say What You Mean, Mean What You Say
  • Leave a Legacy of Compassion and Care
• Unique Value Proposition:
  CTSG is a restaurant’s dedicated tech partner—real people who answer the phone, show up on-site anywhere in the DMV, and deliver tailored solutions that grow with your business.
  Tagline:
  We developed a tagline for CTSG that spoke to their mission and personality. “Your Restaurant Partner” means the team is in it for the long haul. They want to know your business, your family, your struggles and your wins! True partnership.
• Target Audience:
  Restaurant owners, general managers, operations leads, startup founders, bar managers, event coordinators, and restaurant investors—decision makers who need responsive, reliable technology and a true partner.
• Brand Personality:
  CTSG embodies the calm, confident expert who brings clarity to the chaos of a busy restaurant. They are approachable, empathetic, and deeply knowledgeable.

This strategy aligned staff around a clear culture and gave them tools to consistently deliver a better customer experience.

2. Logo & Identity Design

We translated the strategy into a new logo system and identity:

• Logo Concept: A credit card being laid down on a bill plate, symbolizing CTSG’s role as the last step in a perfect dining experience.
• Tagline: “Your Restaurant Partner” to emphasize CTSG’s legacy and hands-on knowledge of food service.
• Visual System: Clean, modern typography (Mundial Bold), a bold and approachable color palette, and usage guidelines to keep everything consistent across digital and print.

3. Marketing & Digital Assets

We created a library of marketing materials that reflected the refreshed brand, including:

• Print collateral and advertising graphics.
• Digital assets for ad campaigns and social media.
• Trade show and partnership visuals to reinforce their industry presence.

These assets presented CTSG with professionalism and clarity while making them approachable to their target audience.

4. Website Design

We rebuilt the CTSG website (www.creativetsg.com) to act as both a marketing and sales platform.

Key improvements included:

• Clear messaging rooted in the new mission, UVP, and tagline.
• Service-focused navigation designed for restaurant owners and managers.
• Updated visuals aligned with the new identity.
• Strong calls-to-action for lead generation and service inquiries.

The new website positioned CTSG as an established, reliable partner ready to help restaurants succeed.

The Results

The rebrand delivered results at both cultural and customer-facing levels:

• Unified Culture: Employees now share a mission, core values, and a clear understanding of CTSG’s role in the industry.
• Improved Messaging: Consistent language now explains CTSG’s value proposition simply and powerfully.
• Professional Identity: The new logo and tagline resonate with restaurant decision makers and align with industry expectations.
• Digital Presence: A functional, modern website with consistent marketing assets supports growth, sales, and brand awareness.

Conclusion

The CTSG rebrand, built on a foundation of brand strategy, shows the power of aligning culture, customer experience, and design. By uncovering who CTSG truly is and how they serve restaurants, Metro Nova Creative created a brand identity that resonates inside and out.

Now, CTSG is more than a vendor—they’re Your Restaurant Partner.