Where a community becomes a catalyst for game-changing ideas

To understand TSL’s vision, values, positioning and personality, we went through brand strategy workshops, which led us to several valuable insights:

• TSL wanted to stand out by positioning themselves as experienced yet inclusive
• TSL wanted to portray themselves as fun, dynamic and innovative
• Reflecting the Idea of collaboration, as deeply rooted in TSL’s values
• TSL is the partner that helps businesses connect and grow

Using the values uncovered in the brand analysis, we took these as a guide to reflect in the new logotype.

The new logo mark adapts the speech bubbles – that stand for collaboration and community, along with the building blocks, which represent learning and growth.

To maintain the connection TSL’s customers already has with the brand, it was important to reference their existing colour palette.

Instead of proposing new colours, the old palette was refreshed to match their new brand personality of vibrant, fresh, and modern.

As part of the branding, TSL also wanted to create scalable sub-brands built around community. To reflect this, we created an ecosystem of sub-brands derived from the main logo.

Adding a pop of colour and icons brought in a touch of fun and excitement to the sub-brand logos.

As part of the brand refresh, we’ve also created a new systematic language to ensure consistency across collaterals. This enables them to effectively increase brand awareness and allowing them to be easily recognised.