The TT Electronics parent brand lacked a compelling identity and narrative, and its associated brands felt ill-equipped to share the bigger story. One employee put it succinctly: “We are a collection of tribes under one thin corporate banner.”
Emperor’s brief was clear. TT Electronics needed a coherent, competitive positioning and expression of its group brand, brand hierarchy and communications. By delivering this we would unite the company’s employees and maximise its opportunities with customers, influencers and investors.
What does it take to bring disparate brands together as one?
Employees felt that the parent company was distant, remote and hard to describe. Customers often related more closely with subsidiary brands and were unclear about their relationship with TT Electronics.
From this, we created a brand architecture and styling framework that enabled subsidiary businesses to adopt the TT Electronics brand. Through this they would communicate more consistently, inspire more cross-divisional collaboration, feel one company spirit, and raise TT’s brand profile with clients across all sectors.
Similarly, we crafted a unifying visual style. This adapted the circular device from the new brand logo to create a platform on which products could be presented. It allows TT’s innovative work to be described clearly and connects it with meaningful real-world results.