You’ll see it printed on our T-Shirts, and you’ll often hear it referred to in conversation, and it’s simply: ‘Enemy of average’. Even though this statement tells a pretty clear story what we aren’t, we believe what our customers really want to hear is what we are, and what this means to you.
So, we threw this challenge over to our friends at Chosen and asked them to help us activate our brand and make it speak in a language all our customers will understand.
Chosen actually started this process back in 2018 when they developed our ‘Accelerate Brilliance’ brand positioning. But we now wanted them to activate this brand positioning and apply the same thinking to our brand character, personality, style and tone, and photography.
They’ve taken us on a very exciting and engaging journey – to a place where we can now be ‘Enemies of Average’, but ‘Good mates with Excellence’, and where ‘Accelerated Brilliance. Starts with a coffee’.
Being one of the leading B2B, strategy-led brand development agencies in Sydney, Chosen started the process by reviewing our industry. Together we explored the competitive landscape to see where we could create a unique visual positioning to show our evolution as a solid and dynamic technology partner. You only have to do some very rudimentary colour charting to discover that our industry is awash with safe corporate blues, silvery shards and light greys.
With our brand positioning very much centred on innovation, discovery and accelerating brilliance, we needed a style and tone that presented these themes, while being supported by rock solid thinking and reliability.
Chosen gave us three creative options that represented a ‘hop’, ‘skip’, or quantum ‘leap’ from where we were. Because our team loves the logo so much, and because it still resonates so well with us and our customers, we decided on a slight evolution around the logo, but a quantum leap in brand style, tone, photography and iconography.
When you see our refined logo, you’ll see we’ve kept all the well-recognised elements from our current logo, but we’ve introduced new, dynamic themes to the environment in which it sits.
For those of you with an eye for detail, you’ll see that we have deepened the orange for a richer tone, whilst charcoal replaces blue to deliver a more sophisticated and contemporary feel.
To get a sense of the heritage at Tecala, our brand logo was first inspired by the floppy disk days with drop shadows and floppy disks highlighting the letter ‘a’. This logo then evolved into a more dynamic square pattern and streamlined font. Today, the Tecala logo is a more refined and elegant version of these, but the key point here is that: as the industry has evolved, so has our logo.
The Chosen design team developed graphic elements and devices that give our much-loved triangle a sense of direction and acceleration towards great outcomes. Because we move fast – with you on board – our new imagery embodies our fast and dynamic innovation in technology initiatives.
Importantly, we’ve focused on the use of self-styled photography, avoiding the use of stock shots. The approach has captured the relaxed, sociable and friendly vibe we have in Sydney, Melbourne and Norwest, while still maintaining the confidence and professionalism you’ve come to rely on in every interaction you have with us, wherever you are.
The first application of the brand is in our Norwest Business Park offices as shown in the images below. It’s a time of significant growth and maturity at Tecala and we wanted our new offices to be our new home, rather than just a base. So, we’ve applied our brand throughout the space and now, when you walk in, you know you’re at Tecala. We’re planning to apply similar themes to our Melbourne and Sydney offices very soon.
Our first digital application of the brand can be seen on this website and you’ll see it rolled out over other key touch points this year. As everyone knows, businesses can’t stand still while new brand identities are applied to collateral and communications templates, but we will be applying the new brand identity over a fairly short schedule.
So, watch this space and you’ll see an exciting Tecala revealed over the coming months.
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