TMSDI Brand Identity Design
CREATIVE + BRANDING DIRECTOR
As the UK/EU partner of Team Management Systems, TMSDI has been active for 35 years, helping both consultants and coaches, as well as companies and organisations, build resilient, high-performing teams that can thrive in today’s fast-changing landscape. After seeing our work TMS and TMS APAC, they also wanted to explore the development of a new brand identity.
THE BIG IDEA
Begining with a robust and comprehensive brand deep dive, we uncovered a core insight on how the TMSDI team saw themselves and their mission, which was empowering organisations, teams, and individuals to realise their full potential. My insight took this a step deeper. How do we encourage people to get off the sidelines and get involved?
BRAND DESIGN
Using the proprietary and very recognisable imagery of the TMS wheel, I developed an icon whose negative space formed a 'north star'. This was coupled with a new, young, and human typeface that represented a new generation of team leaders, in a lowercase that reflected the fact that the acronym functioned as a word in its own right.
BRAND WORLD
As always, an exploration of mockups and potential brand applications helps clients see how their new brand will come to life in the real world, across a variety of touchpoints.
From the small to the large...
ALTERNATE BRAND KIT
With such a strong and evocative narrative theme, there was an opportunity to further broaden the brand system with an alternate toolkit - the North Star. Here, the North Star icon formed by the negative space becomes a hero icon in its own right, for an alternate set of communications that is more minimal and stylistic.
