When going to market, the first step is to determine an innovative business story with a compelling message before delving into a new identity, graphic standards, logo design and the like. Once accepted by the decision-takers, that fundamental step will guide all supporting elements so they are cohesive with the common message.
Living Stone researched and positioned Tobania’s values and culture in media tools that clearly showed we’re not just another traditional IT company. Their efforts were the foundation for everything that followed, from the distinctive logo to sharp messaging using digital B2B communications across multiple channels.
Nearly all appeared ‘stilted’ on-screen; not ideally suited to the aspect ratio of trim digital devices. The new company’s image had to break from that. It was designed for digital first: a name that represents a digital community rather than an ICT company, a color palette selected on-screen and translated to print inks afterwards, design formats fitted for lean digital publishing and an up-to-date, active strapline message.