TMS 40th Anniversary Video + Identity Design
CREATIVE CONCEPT, SCRIPT WRITING, VISUAL DIRECTION | RAD+C
Global team performance training consultants Team Management Systems offer a research-backed suite of profiles and tools that enhance workplace collaboration by cultivating a deep understanding of individual strengths, communication styles, and decision-making approaches.
To celebrate their 40th anniversary, TMS requested a communication toolkit including a creative communication concept and manifesto, a brand video, and a set of anniversary branding. As a primarily B2B organisation, the key to this concept was understanding the two core audiences for this announcement, existing clients, and internal TMS teams and partners. On this project I acted as project lead, creative directot, brand director, and copywriter.
CREATIVE CONCEPT
Brand videos - and brand anniversary videos in particular - generally fall into 3 categories that I call Brand Statements, Brand in Action, and Show, Don't Tell. Brand Statements are pretty down the line - a brand level statement accompanied by appropriate visuals. Show, Don't Tell communicates the brand message via the medium of their core service, benefit or product, like promoting Apple through iPhone video, or a hospital through patient testmonials. For this consultancy, we thought that Brand in Action was the most fruitful route. For this type of concept, we frame the video and communications through brand language, something the brand does, or something it produces.
A brand communication audit uncovered a couple of potential ways in, but the most evocative was their recently developed tagline "Igniting Human Potential". The word 'ignite' brought to mind powerful imagery, and the idea of a spark turning into a fire - conceptually very similar to the change TMS seeks to drive in teams. This idea led to a comms manifesto, which then became the script for the anniversary video.
TMS 40 ANNIVERSARY VIDEO
Our engagement with TMS was founded upon the idea of an entirely cloud-based and AI-empowered work process that would be faster, more efficient, offer asset control, collaboration, and scalability. This TMS 40 Anniversary Video production was led by AI Video Director Jaymi Holt, working across a detailed AI-driven tech stack including ElevenLabs for voice cloning, Canva for title design, and Fliki for footage generation and editing. Limited as we were to stock footage, a strong concept and storyboard was key. The overall goal for the tonality was corporate but contempory and optimistic, and something more elevated and evocative to contrast with the existing more product-centric brand comms.
TMS 40 IDENTITY DESIGN
While I wanted to push for something fresh, the corporate consultant category can be a little conservative. So I wanted to provide 2 options for 2 different use cases. This TMS 40 Lockup keeps the existing main logo and adds a secondary footer element for the anniversary comms. It uses existing brand fonts and contains the anniversary comms tagline. The Main Logo and Footer element can be separated, providing more flexibility in design, and allowing us to ‘bracket’ communications between the TMS logo and the anniversary messaging.
This very outward facing design is intended for official communications with existing or potential clients, and high level brand / top of funnel comms.
TMS 40 BADGE DESIGN
The main challenge with anniversary comms is repetition and redundancy. If the anniversary comms is attached to the main logo, then you'll start to see it a lot. Especially if it's used on owned channels. I wanted to create a more celebratory option that was disconnected from the main logo, and that could be used where people are already aware of TMS, like internal teams and partners.
This circular design includes all important information; it’s 1:1 ratio allows it to be used in a variety of designs and channels across print and digital. The TMP colour wheel has been repurposed as the '0' in 40. The design can be slowly stripped down dependent on awareness, usage and size, and can be reconfigured in different ways for merch and other applications.
