Building a robust brand architecture and hierarchy is essential if you want your customers to understand your offering. If you don’t get these basics right, you’ll tie your brand in knots. A tangled brand structure confuses customers, hampers the usability of your website and dilutes your brand’s effectiveness.
This is particularly important if you have a portfolio of brands that sit underneath a parent brand. These need to be organised into a coherent, organised structure.
Reviewing the overall pattern
Tilsatec are well-respected for their personal protective clothing, in particular, hand and arm protection. They are also unique in manufacturing their own cut-proof yarn in the UK. Like many brands, theirs had evolved over time but in the process, had lost its way slightly and needed some re-orientation.
Step one was to take a step back and look at the overall brand structure. Our planning team undertook some competitor analysis, which informed a fresh proposition and a new decluttered brand architecture, which stripped out an unnecessary layer of sub-branding.
Knitting it all together
With this tighter, more coherent structure we could then set about creating a new brand identity with a simple brief – crack the US market. Inspired by their proprietary yarn, our logo design uses a solid grid structure that combines the T of Tilsatec with the interwoven fibres of the yarn at the core of the product, where their technical expertise is found. We also redesigned their word mark to sit alongside the new logo, gave them a new strapline and reviewed their colour palette to make it bolder, brighter and more in keeping with the safety sector.
We also refreshed their photography and tone of voice and created a new, complementary sub-identity for their Rhino Yarn. Finally, we wrapped it all up in some comprehensive and coherent corporate identity guidelines.
The result is a strong, meaningful and contemporary representation of the brand.