Bent Ear Technology Partners
- Brand Identity
- Brand Strategy
- Web Design
The Client
Bent Ear Technology Partners is an upstate New York-based IT and cybersecurity company on a mission to make tech support human again. As a proud member of the Pinnacle family of companies, Bent Ear offers tailored IT services, fast response times, and proactive protection against today’s ever-evolving cyber threats. Their name is inspired by both the expression “to bend someone’s ear” (meaning to listen intently) and the founder’s dog, Nash, whose signature bent ear reminds them to stay approachable, loyal, and responsive.
The Scope
Bent Ear Technology Partners came to us needing more than just a logo, they needed a full-fledged identity that could carry weight in the competitive IT and cybersecurity market while standing out as approachable and people-first. Our scope of work included:
Brand Identity Development: We created a comprehensive brand system rooted in their unique name and mission. This included logo design, color palette, typography, tone of voice, brand guidelines, and visual storytelling elements that could flex across all platforms.
Logo Design: The centerpiece of the brand, a custom logo inspired by the founder’s dog, Nash, and the idiom “bend an ear,” was crafted to be both warm and intelligent. It was developed in both abstract and illustrative versions, allowing for playful or professional application depending on the context.
Website Design & Development: We built a custom WordPress website that brings their brand to life online. The site was designed to be clean, modern, and mobile-friendly, with intuitive UX and thoughtful UI elements, such as a dog guiding users through various service areas, that reinforced the brand personality. SEO best practices, optimized page load speed, and strong backend structure were also part of our deliverables.
Marketing Strategy & Messaging: We helped define their positioning in the market, focusing on how to differentiate them from national tech firms by emphasizing responsiveness, trustworthiness, and a personal connection. We developed their tagline, service descriptions, brand story, and customer-facing messaging to be used across digital and print materials.
Print and Digital Collateral: We extended the brand identity into marketing assets, including business cards, email signatures, pitch decks, and promotional materials. Everything was designed to feel consistent, engaging, and brand forward.
Ongoing Consultation: We worked closely with the Bent Ear team throughout the project to advise on how to launch the brand internally and externally, roll out their website, and implement their messaging across various client touchpoints and marketing channels.
This wasn’t just a design project, it was a full brand transformation designed to create long-term value and position Bent Ear as a trusted partner in an industry that desperately needs more humanity.
The Challenges
In today’s rapidly shifting digital environment, cybersecurity can feel like navigating a minefield. Small and mid-sized businesses often don’t have the internal resources to keep up with evolving threats. The challenge was to craft a brand that communicates both technical expertise and emotional reassurance, making clients feel secure, informed, and supported without the jargon or intimidation of corporate tech giants.
The Beginning
From our first meeting, it was clear Bent Ear wasn’t just another IT provider. Their story, tone, and pet-inspired name sparked immediate inspiration. We explored mood boards that merged cyber-inspired aesthetics with warmth, loyalty, and approachability. One non-negotiable? Honoring their parent brand, Pinnacle, while establishing a clear, standalone identity. Another was incorporating Nash’s bent ear, a visual element that had meaning far beyond design. The client’s vision was rooted in trust, relatability, and a calm presence in times of digital chaos.
The Process
We explored several branding routes before landing on a logo that blended their tech-savvy edge with a personal touch, a minimalist, abstract dog head with a distinct bent ear, a nod to both Nash and their listening-first approach. As the brand evolved, so did the dog: taking on a cybernetic feel in digital applications, guiding users through the site as a playful, intuitive UI feature. Revisions were collaborative, centered on tone, clarity, and balancing professionalism with personality. We ensured every brand asset, from pitch decks to social media graphics, carried the same approachable energy.
The Result
The final product is a cohesive brand that listens just as much as it leads. With a website that is clean, confident, and engaging, and a brand identity that honors both tech precision and human warmth, Bent Ear Technology Partners is now positioned as the go-to IT support team for businesses that want real solutions and real people. Their brand reflects what they offer: a steady hand, a sharp mind, and a loyal partner who always has your back.
“Working with Split14 has been an amazing experience. Their creativity and professionalism really helped bring our brand to life! From logo design, to digital media and website design, they captured the essence of our business and helped make us stand out in a competitive environment. I know that our brand is in good hands with the folks over at Split14!”
Michael SchmidtFounder
