The TSO was looking for a way to align their communications. There was a growing proliferation of design and identity guidelines being followed with no clear strategy or framework in place.
We utilized a range of outreach efforts to speak to empower internal voices and also engage external stakeholders, prospects and supporters of the TSO. We discovered a substantial brand disconnect between their internal passion for excellence and the external brand experience across touchpoints.
We created an evolved brand framework that clearly articulated the vision of the organization and that was supported by the operational excellence within the organization. It gave direction to the organization and opened up new possibilities for external messaging and communication.
The TSO logo had not been updated in over a decade. It was dated and inconsistently used. It no longer spoke of the aspirations of the organization. The brand framework created the foundation for a new visual identity landscape that gave consistency but also flexibility to the organization and it's many initiatives and partnerships.