TMS APAC Brand Identity Design
CREATIVE + BRANDING DIRECTOR
For 40 years, Team Management Systems and its regional partners have been empowering individuals and businesses through bespoke tools and products such as the proprietary flagship Team Management Profile and the Team Signals Report. Now it's time for TMS APAC to have its own unique brand identity, one that celebrates the connection to its parent brand and represents its focus on creating high-performing teams while standing on its own.
THE BIG IDEA
As an organisation that builds hig performing teams, the brand identity needed to be human. I was inspired by the idea one person is one person, two people are a duo, but it takes three people to really make a team. Working with acronyms is a challenge but also an opportunity, so I was further inspired by the shape of an 'M' as well as the image of three people presenting to a group.
BRAND IDENTITY DESIGN
From here the Brand Identity System began to come alive. As an acronym, clients needed a number of lockup variations, including ones with the expanded company name. The Brand Blue is based on a light shade of blue from the Master Brand palette, emphasising a contemporary attitude for the more dynamic APAC audience.
BRAND SYSTEM GUIDELINES
As always, the goal with building Brand Identity Systems is clarity, flexibility, and ease of use. There are a number of things to keep in mind, but I generally start with: a logo that works in monotone as well as in colour, a brand palette that can be combined in a number of ways, and ideally a single typography solution (though here we have two).
BRAND WORLD
Once this is done it is important to understand that working on the branding design is very different from living inside the brand day to day. I like to present a wide variety of ideas and inspiration to show how the brand can come to life and live in the world.
DIGITAL DESIGN
As a B2B consultancy organisation, LinkedIn is a critical part of TMS APAC's outreach funnel. LinkedIn design shares similar design principles, but includes platform specific ones too. LinkedIn content design can be a little bit more dense, as the value proposition is time for value, i.e. if I stop and read this, it must provide value.
The thing to remember is that organisations that build and train teams are all about people. And building people-oriented branding is always a human process. I was proud to bring this next phase of TMS APAC to life in a authentic human way.